ABOUT

American Express Platinum Car Promotion.

The brief was to reach affluent men who were typically cash rich but tasteful, time poor due to information heavy work lives and busy home lives.

The response was to lampoon other typically gaudy ad approaches (including a credit card with alloy trimmed wheels and underside chassis glow lights) and then, quite literally, quieten down the adspace.

The results:
Click through rate 0.63% Vs campaign target 0.2%
(Industry average = 0.1%)

Acquisition rate 42% Vs campaign target 10%
(Average conversion in the credit card sector = 10%)