CDP press ads push Solo debit card

CDP is encouraging sensible spending among young people with a new campaign for the Solo debit card.

CDP is encouraging sensible spending among young people with a new

campaign for the Solo debit card.



Solo, the sister card to Switch, is aimed at a younger audience who have

opened their first bank account and are unused to paying for items by

card. To prevent their misuse, cardholders’ accounts are checked to

ensure they are not spending more than they have available.



The press campaign breaks this month and consists of three executions

which aim to tap into teenagers’ tendency to buy outrageous things. One

is targeted at 14- to 20-year-old girls and features a blue fur bikini;

another is aimed at boys of the same age and features a

garishly-coloured pair of football boots and the final unisex ad centres

around a pair of combats with hundreds of pockets. Each use the line:

’Another sensible purchase.’



The ads break in this month’s issues of teen magazines such as J17,

Bliss, Sky, Melody Maker and Shoot.



’The proposition for the ads was ’independence’, showing how young

people can buy all sorts of things with Solo, a modern and convenient

alternative to cash,’ Annabelle Walkinshaw, an account director at CDP,

said.



Solo launched in 1997 and is now accepted at more than 330,000

outlets.



There are four million of the cards in circulation.



The ads were written by John Cook and art directed by Jason King and

Phil Forster. Photography was by Jason Tozier and media buying is

through Carat.



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