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Refreshing an iconic name in testing times.
Until recently, American Express was in danger of positioning itself as a card exclusively for the suited business man. We worked to inject a welcome inclusiveness to the brand.
Against an incredibly cluttered landscape of financial messages, the campaign is graphic, spirited and youthful. Still critically relevant, it is highly differentiating for a credit card and loyalty programme.
This truly integrated campaign runs in TV, press, poster, digital, direct and mobile channels.
Results:
Results for the whole campaign show that card applications are up 120%. The ‘Hidden Talent’ show reached 9.2m viewers and created a community of 75,000 engaged Facebook fans.