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Background

The National Bank of New Zealand wanted to launch its new Platinum Visa credit card to a select group of high value customers, just 9,511 eligible Gold credit card holders and 2,340 Private Banking credit cardholders.

It wanted to use the credit card as a mechanic to kick-start a two-way conversation that appealed directly to their needs, and gave the bank permission to enter into discussions with a group of customers traditionally hard to target.