American Express: Talking Tags

This case study describes how American Express, the credit card company, marketed supplementary cards to existing customers of other credit products in Australia through direct mail.

American Express: Talking Tags

OgilvyOne Australia

Entry Information

Country where program ran: AustraliaProgram start date: 11/01/11Program end date: 02/01/12Advertiser/Client Name: American ExpressProduct/Service Description: Supplementary Cards are part of the American Express product portfolio and are marketed to existing American Express Charge or Credit cardmembers who don't currently have a Supplementary Card attached to their account.Category: Financial Products and Services (FPS)

Strategy

Business problem

In the years following the global recession (2008-2011), growth in the Australian credit card market slowed to just 1.8% per annum. Driven by an urge to...

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