In an Australian first, Heritage Building Society is offering its customers a unique service where they can customise the background image on their Heritage Visa card or Heritage Cashcard. Not surprisingly, it’s called ‘Choose Your Own Card’ and Heritage is the first in the financial services category to provide this unique offering to customers.

Heritage customers can download their own digital photographs and create personalised Heritage cards with their chosen background image via the Heritage website www.chooseyourowncard.com.au So, instead of the standard bank issue design, people can express their individuality with a photo of their favourite pet, a loved one, their car or the grandkids. Almost any photo they like.

The new service, available to Heritage customers nationally, will launch on April 9 with a new television campaign created by BCM.

Trevor Barbeler, Head of Marketing for Heritage Building Society said: “This is a very exciting product for us. Heritage Building Society is all about putting people first and what better way to do that than by people putting their favourite happy snap on their Heritage cards. Choose Your Own Card from Heritage takes what was otherwise a passive and boring necessity, and turns it into something that’s fun and exciting.”

Paul Cornwell, BCM Partner said: “Personalisation is a key driver in many other product categories so why not financial services? People can choose their own music, mobile ring tones, even their car number plate. So why not personalise their credit or debit card? We’ve worked closely with Heritage to carve out their ‘People First’ positioning and this is a tremendous example of a product innovation that remains true to the brand promise.”

The television advertising is supported by a range of direct mail, in-branch point of sale and promotional materials.