When Tom received his new Blue Cross Blue Shield insurance card this year, the mailing piece had room for two cards. Since he only received one, the other card said:
As Tom expected, this makes me insane. Why? First of all, the card is not blank, is it? Printing this copy on the plastic makes it intentionally not blank.
Far more importantly, why would BCBS (and all the other companies that do this) waste such a perfectly wonderful opportunity? That white space -- the blank card, the blank page -- is a ready-made canvas for eye-catching, brand-building copy.
It could be a simple thank you message, or a mini-billboard, or a funny joke, or a brain twister, or a fortune cookie line, or ... you tell me.
No, seriously. You tell me. Let your mind intentionally go blank. Then, fill it with fun creative ideas for this card. Go!