"d CARD" Enrollment Promotion DM｜Encouraging enrollment with "Waste" as a hook

NTT DOCOMO, INC., Japan's leading telecommunications company. They are widely expanding in consumer communication business, financial settlement services, and smart life businesses such as electricity and gas. BEEATS provided total support for the DM measure aimed at promoting new "d CARD" enrollment, from planning and design to production and shipping.

Purpose	"d CARD" Enrollment Promotion
Target	docomo users (non-d CARD holders)
Type/Size	Tri-fold (Z-fold) pressure-sealed DM / A4
Number of copies issued	19,340 copies
Distribution period	February 2025
Scope of work	Planning, design, production, shipping (dispatch to post office)

Creating an opportunity to review payment methods

ーBackgroundー

We implemented a DM measure with the purpose of having docomo users who have used "d-barai" within the last year or those who pay communication fees with other credit cards recognize the benefits of the "d CARD" and encourage them to join.

Visually communicating "Loss" and "Waste"

-Production Points-

• Easy-to-understand visual composition with a "waste" theme
• Encouraged by a campaign measure conditional on enrollment & use for a limited time
• Creating a sense of value by communicating benefit details in stages

Adopted a design composition that encourages "d CARD" enrollment by using a limited-time enrollment/usage campaign as a hook.
We visually appealed to keywords such as "loss" and "waste," intuitively conveyed the merits of switching, and created a structure that allowed people to understand the benefit contents in stages.

Stimulating the desire to join by starting with the thought of "I might be losing out"

-Results-

Exerted a high appeal effect as a DM aimed at promoting enrollment.
By using the realization that "I might be losing out" as a trigger, we created a structure where people could understand the benefit mechanism and the merits they could receive in stages, which led to encouraging enrollment behavior.

About d CARD

"d CARD" is a collective term for d CARD, d CARD GOLD U, d CARD GOLD, and d CARD PLATINUM, which is a credit card with a point card function provided by NTT DOCOMO, INC.

*The contents described are as of the end of November 2025.

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