Debit card Switch was launched in 1991 and had developed a strong position, however the launch of Visa Delta put the Switch brand under pressure. Wanted to do more than educate users but encourage them to feel happy and positive about using the card. Campaign concentrated on the brand benefits, launched on TV in 5 areas in autumn 1992, then changed to outdoor medium. Newcastle/Tyne Tees kept as control with no advertising. Tacking showed attitudes and understanding were better in advertised regions. Increased Switch usage especially in advertised areas, became brand leader after 1992 and by 1995 overtook Delta in frequency of use. Payback five-fold