Create a communication that balances a potentially negative message (“lose it”) with a promotional tone to motivate customers to use their inactive Huntington credit card (“use it”).

Develop eight letter versions based on four credit card audiences and a test of offer vs. no offer.

Utilize an easy-to-read sidebar and Johnson box message that featured bright eye catching colors.

Detail all the benefits of the credit cards within the body of the letter.

Huntington tested the effectiveness of each offer to determine how to best motivate customers to activate their cards (results were not shared with MKP) .