Egg was launched by Prudential, its shareholder in the French market, based on a credit card service featuring cash back at the end of the year for purchases made as well as a revolving credit scheme. The communication around the launch made the product incomprehensible. Prudential thus decided to sell the brand with the 60,000 clients it had won to Banque Accord, the Auchan Group’s financial services arm.

Prudential went back to England and took the Egg brand with it. In France, we had to find a new brand name and identity that reflected Egg’s innovative achievements. It was also necessary to track the changing image of consumer lending as it fought for its own place in the range of financial products on offer.

Dragon Rouge suggested the brand name Oney and an upbeat and straightforward style of communication: needing money was to be presented as a natural topic of conversation, not a taboo or something to dwell on endlessly. The brand has been reintroduced in France and is currently beginning expanded to the rest of Europe.