The Sun launches prepaid card

LONDON - The Sun has joined up with Tuxedo Money Solutions to offer its readers a prepaid MasterCard in a move that it hopes will increase reader loyalty and rival The Mirror's prepaid offering.

Users will be able to load money onto the Sun Tuxedo from a number of pay-in locations, using a concept similar to pay-as-you-go mobile phone top-ups. 
The newspaper claims that the card, which comes with a chip and pin, also allows those unable to open a bank account, or who wish to hold their funds separately, to benefit from all the functions of a plastic card.
Sun readers applying for the Sun Tuxedo card will receive a welcome letter, a pay-in book, a user guide and the card itself, all priced at £6.49. However they will receive £5 cash-back on the first load, making the effective price £1.49.
Richard Davis, The Sun’s relationship marketing manager for Sun Money, admitted to launching the card in a bid to take on The Mirror’s prepaid Maestro card, The Quidity, which launched last October.
“We’re launching in direct competition to the Mirror and offering our readers a much better deal. We’re hoping that the Sun Tuxedo will create a greater loyalty with The Sun brand,” he said.
While the prepaid market is relatively new in the UK, Virgin and Tesco have already launched cards, and forecasts indicate that prepaid card usage will increase 110% in Europe over the next five years.
The two companies are sharing the costs of the offer and all advertising relating to the product will be co-branded. According to Tuxedo CEO Mark Simon, the deal with the Sun is worth £1m in adverting over the year.
“We chose The Sun because they are unrivalled in ability to speak to the British customer. It’s the country’s largest newspaper which places them in a privileged position to demystify the prepaid offering,” he said.
Tuxedo, which was founded last year by a group of pay-as-you-go telecom entrepreneurs, is planning on spending £5 million over two years advertising its prepaid solution through its brand agency Gyro International, which is looking after all its media planning and marketing efforts.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).