Make Christmas more QMAS!

Entrant: Federation
Nominee: FlexiGroup New Zealand
Awards: Industry Bronze - Financial Services, Channel Bronze - CRM Multi-Channel, Craft Bronze - Excellence in Strategy


Q Card and Q Mastercard are the all in one, credit and long-term finance card. Q gives you 3 months no payments or interest on every purchase you make, as well as access to a host of useful finance offers of up to 48 months. For Christmas 2018, Q set about outsmarting the big guns and their seductive points and rewards programmes, going on to win the most crucial time of year for consumer spend.

The strategy was to outwit and out smile the competition and play to Q Card’s challenger brand personality by giving cardholders plenty to smile about at their most stressful time of year. Q’s innovative, multi-layered, always-on Christmas campaign became an absolute blockbuster, blitzing campaign targets and all previous campaign records.

The brilliantly simple, innovative creative platform rebranded Christmas as QMAS, making Q Card synonymous with Christmas spending and bringing some much-needed fun and laughter to offset Christmas stress.

To galvanise cardholders from the start and secure front of wallet position throughout the 3 months and 4 phases of the campaign, every available lever was used: prize draws, cash backs and interest free deals. Key retail events and spend spikes were married with special interest free and no repayment offers. By giving cardholders unexpected opportunities to enjoy no interest and no repayments, Q were removing stress - they’d have nothing to pay until after Christmas

The campaign had a huge goal for year on year growth, which It blitzed. All previous transactional spend records were beaten, and the campaign outperformed the credit card category across the board. In the rapid-fire turnaround environment of a retail Christmas, the campaign was an epic story of achievement against all the odds in a ferocious battleground for market share.