Munich – PAYBACK is kicking off May with a major TV campaign. The PAYBACK account statement will be at the heart of the campaign, which will run under the umbrella slogan “Mehr Punkte für alle” (“More points for everyone”). With the potential to reach a larger audience than any other such activity, the campaign is the key means of spreading the word about Germany’s largest bonus programme. In the advertisement, the account statement will be brought to life in the form of a talking letter stuffed full of coupons. The letter will be voiced by the distinctive tones of German personality Bürger Lars Dietrich. During the period when the 20-second ad is being broadcasted on television, PAYBACK customers will also receive their account statement in the post and can look forward to lots of extra coupons from partners such as Aral, dm-drogerie markt, Galeria Kaufhof and real,-. 60 percent of German households have a PAYBACK card.

“For the first time, we are blazing a new trail with our agency Tribal DBB and have created the ad using a combination of film and animation. We are confident this TV campaign will boost our already high response rates further still and enable us to generate additional turnover for our partners, a factor that is particularly important in this difficult economic climate,” comments Burkhard Grassmann, management spokesman for PAYBACK.
With a high profile on all the major commercial stations, the ad will be shown over a seven-day period starting on 30 April 2009.

Agencies:
General: Tribal DDB, Hamburg
Media: Zenithmedia, Dusseldorf