New Diners Club campaign: The four services that make the card unique!.

Athens, May 22, 2007.

Diners Club communicates four of the services that make it unique to the Greek market through a surprising advertising campaign. “Buy&Win”, “Diners Cosmos Club”, “Dine Diners” and “Diners Theatre Club” offer to the cardholder the opportunity to ‘discover’ life every day, by making wishes come true in order to enjoy a life rich in happy moments. This is the message that is conveyed through pleasant reversals of the situation in the campaign, designed by Unexpected Advertising for Diners Club.

The main and common element of all TV spots is a seemingly ”negative” phrase, which is reversed in the end, in order to reveal the advantages that only Diners Club can offer to its customers.

A characteristic example is the message for Diners Cosmos Club, which is “There is a card that gives you absolutely nothing…. and this can sometimes be everything!” The advertisement shows a man, sitting on the white sand of a secluded, exotic island in middle of nowhere, enjoying the total tranquility that Diners Club and Diners Cosmos have provided him. In another ad from the campaign, the advantages of Dine Diners are communicated through the message “There is card that can light fires…and this creates an atmosphere!”, with an image of a couple enjoying a “flambé” gastronomy dish, offered by Dine Diners with 50% price reduction in selected restaurants of Athens and Salonica.