A major credit card bank in Asia was seeking to identify target messaging and communications strategies around the launch of a new sports-event-based card program.  Through a customized IdeaMap PC-based study, we identified 2 attitudinal segments and linked them to a direct mail base.  Within the first month after launch, 65% of annual new applications goal was achieved; 85% by end of 2nd month.  After first year, 250% of original new applications goal was achieved.  Three bank competitors attempted to launch similar programs around the same timeframe with different executions - all three failed.