Stakes raised in card games

By SIMON HENDERY

The Bank of New Zealand and MasterCard expect to increase their respective shares of the credit-card market by capitalising on an "emotive connection" they believe shoppers will feel for their new All Blacks-branded card.

"What we've found in many parts of the world is we do very well when we associate ourselves with sport," said Leigh Clapham, MasterCard International senior vice-president and general manager, Australasia.

"It gets into the hearts and minds of people when you pick the right sport to associate nationally and there's no doubt that the right sport in this country is rugby union and the team is the All Blacks."

MasterCard is on a charge to increase its New Zealand market share - from around 40 per cent, against competitor Visa's 60 per cent, to 50 per cent.

MasterCard's global "priceless" campaign was driving up brand awareness and that campaign theme would be integrated into marketing for the new All Blacks card.

The BNZ-issued card would also increase the bank's share of the credit-card market, said BNZ Credit Cards' head of business development and strategy, Mike Hartley.

The BNZ is the country's top credit-card issuer - about 40 per cent of Visa or MasterCard spending is via a BNZ-issued card.

Hartley said keeping an "emotive connection" with customers was an important part of maintaining market share, and the All Blacks card would help achieve that.

"This is very much about reaching new markets and getting share of wallet from customers where we don't currently have share of wallet."

The card will offer a monthly All Blacks supporters club newsletter, and "priceless" prizes such as a Bledisloe Cup package, including corporate hospitality at the game, attendance at the captain's training run, and the chance of a photograph taken with the All Blacks team.

"Our research identified New Zealanders felt extremely strongly about the All Blacks," Hartley said, "and the All Blacks MasterCard is a tangible way of showing your pride in the national team as well as getting something for yourself."