ABOUT

The brief was to re-instate the American Express Blue Card as the card of choice for young people. With its excellent purchasing cash-back and other perks, it had become the card of choice for pensioners...

The response was to give prospects a chance to sample the benefits of a Blue Card by giving them a choice of music to play, via banner ads, as they searched for suitable (or not) credit cards.

For Generation iPod , the tone was youth colloquial, the look slick and hi-tech.

The results
Click through rate 0.53% Vs campaign target 0.2%
(Industry average = 0.1%)

Acquisition rate 52% Vs campaign target 10%
(Average conversion in the credit card sector = 10%)