Cumulus for Gucci
The Exxtra Credit Card campaign shows just how valuable M-Budget's plastic is.
Credit cards Exxtra Kommunikation shows how plastic from M-Budget is worth its weight in gold.Things are piling up in the consumer paradise. After Jelmoli, Coop and Orange, the orange giant now also wants to charm its customers with a credit card that is as exclusive as it is inexpensive. The card of Migros is supposed to be particularly customer-friendly, as a comparative test of K-Tipp has shown. "An average customer finds the most advantages with the card of Migros", one dares to report at the cooperative federation. the favorable plastic money is launched on 6 November. The cooperative revolution (see interview with Migros founder Gottlieb Duttweiler opposite) is being accompanied by Migros' own Exxtra Kommunikation. At Zurich's Hardturmstrasse, ideas could be hatched at a creatively grateful level during this campaign. A trash product as a credit card! The Migros credit card is styled in the look of M-Budget.
Migros is now known for offering practically every product for everyday use in this cheap green-and-white version. The fact that it is not only the low-income earners and large families who make use of this, but the entire Swiss population, probably stems not only from the good value for money of the products, but certainly also from the cult status of the brand. But whether the emphatically clever, pragmatic character of the Swiss discount original is enough to make people pull the green and white plastic out of their leather wallets without shame, even in posh restaurants? Or pay for high-end brands with M-Budget in the designer boutique?
Instead of focusing on the attractive benefits of M-Budget's new credit card in its advertising, Exxtra Kommunikation rather appeals to the "I'm not stupid" attitude of the population, as CD Dieter Hofmann explains. In a subtly ironic way, billboards show that the card is just as good as any other credit card, despite its cheap appearance. And the facts also speak for it, after all, with this M-Budget card there are not only Cumulus points for every purchase, even abroad. It is also a full-fledged MasterCard with all the benefits - but without an annual fee and with an unusually low credit interest rate.
Visually, the new M-Budget campaign is set in luxurious surroundings, where the low-cost brand seems to have no business. Or it does, as the headlines, written in typical M-Budget style, suggest: "The lobster doesn't care which card you use to pay for it. This subject is kept in elegant white like a noble menu card. Otherwise, AD Grischa Rubinick has consistently worked with the color code dark and gold to suggest the luxury associated with credit cards.
Andreas Panzeri
Gottlieb Duttweiler on the M-Budget credit card WW: When your Migros was founded in 1925, "1. Strict cash payment" was enshrined in the Articles of Association. Now you're launching the M-Budget credit card. A betrayal of your principles?Gottlieb Duttweiler: You can also find the sentence in my old texts: "Migros may once no longer be or be a business like any other." What is important today is that as long as we remain true to ourselves, the struggle must continue and this course must prove a blessing for all.WW: Exxtra is advertising that the new credit card can also be used to pay for clothes at Gucci. Is that what you have in mind?Duttweiler: People should always have something to look forward to. No existence should be without a bit of adventure. I want to brighten up the often somewhat gloomy everyday lives of many people. We, Migros, want to take grocery shopping further. We are not fanatics. WW: Do you think that your customers today want such a modern Migros?Duttweiler: Back in 1950, we had 200 stores and 200,000 cooperative members. They repeatedly raised the question of whether a breath of fresh air would not do Migros good everywhere. Wasn't it Migros' duty to take up a general fight against backwardness and inertia in the entire distribution industry? So in 1950 there was a ballot, and the members of the cooperative decided by an overwhelming majority that Migros should also pursue an active consumer policy in areas other than the traditional ones.WW: Aren't you afraid of a problem of over-indebtedness?Duttweiler: Migros is at least as creditworthy as the Kreditanstalt.WW: And the danger of alcohol being bought with the card?Duttweiler: The instinctive desire for stimulating stimulants probably has its purpose in the course of bodily functions.WW: Do you believe in the future of M-Budget?Duttweiler: Lack of belief in the future is a sin against the national community.Interview: Andreas Panzeri
The answers are real quotes.
Migros is now known for offering practically every product for everyday use in this cheap green-and-white version. The fact that it is not only the low-income earners and large families who make use of this, but the entire Swiss population, probably stems not only from the good value for money of the products, but certainly also from the cult status of the brand. But whether the emphatically clever, pragmatic character of the Swiss discount original is enough to make people pull the green and white plastic out of their leather wallets without shame, even in posh restaurants? Or pay for high-end brands with M-Budget in the designer boutique?
Instead of focusing on the attractive benefits of M-Budget's new credit card in its advertising, Exxtra Kommunikation rather appeals to the "I'm not stupid" attitude of the population, as CD Dieter Hofmann explains. In a subtly ironic way, billboards show that the card is just as good as any other credit card, despite its cheap appearance. And the facts also speak for it, after all, with this M-Budget card there are not only Cumulus points for every purchase, even abroad. It is also a full-fledged MasterCard with all the benefits - but without an annual fee and with an unusually low credit interest rate.
Visually, the new M-Budget campaign is set in luxurious surroundings, where the low-cost brand seems to have no business. Or it does, as the headlines, written in typical M-Budget style, suggest: "The lobster doesn't care which card you use to pay for it. This subject is kept in elegant white like a noble menu card. Otherwise, AD Grischa Rubinick has consistently worked with the color code dark and gold to suggest the luxury associated with credit cards.
Andreas Panzeri
Gottlieb Duttweiler on the M-Budget credit card WW: When your Migros was founded in 1925, "1. Strict cash payment" was enshrined in the Articles of Association. Now you're launching the M-Budget credit card. A betrayal of your principles?Gottlieb Duttweiler: You can also find the sentence in my old texts: "Migros may once no longer be or be a business like any other." What is important today is that as long as we remain true to ourselves, the struggle must continue and this course must prove a blessing for all.WW: Exxtra is advertising that the new credit card can also be used to pay for clothes at Gucci. Is that what you have in mind?Duttweiler: People should always have something to look forward to. No existence should be without a bit of adventure. I want to brighten up the often somewhat gloomy everyday lives of many people. We, Migros, want to take grocery shopping further. We are not fanatics. WW: Do you think that your customers today want such a modern Migros?Duttweiler: Back in 1950, we had 200 stores and 200,000 cooperative members. They repeatedly raised the question of whether a breath of fresh air would not do Migros good everywhere. Wasn't it Migros' duty to take up a general fight against backwardness and inertia in the entire distribution industry? So in 1950 there was a ballot, and the members of the cooperative decided by an overwhelming majority that Migros should also pursue an active consumer policy in areas other than the traditional ones.WW: Aren't you afraid of a problem of over-indebtedness?Duttweiler: Migros is at least as creditworthy as the Kreditanstalt.WW: And the danger of alcohol being bought with the card?Duttweiler: The instinctive desire for stimulating stimulants probably has its purpose in the course of bodily functions.WW: Do you believe in the future of M-Budget?Duttweiler: Lack of belief in the future is a sin against the national community.Interview: Andreas Panzeri
The answers are real quotes.
