American Express: Everyday Credit Card Launch

This case study describes how credit card company American Express marketed its new bonus scheme Amex EveryDay in the US.

American Express: Everyday Credit Card Launch

Ogilvy New York

Objective of the campaign

We wanted to reach those who inspired and influenced the new Amex EveryDay Credit Card: multi-taskers - like busy moms, juggling everyday life. She looks for clear value from a brand she can trust. With Amex EveryDay, she earns a reward point for every eligible dollar spent. When the card is used 20 or more times in a billing cycle, she earns a 20% bonus on all of her points. The creative strategy was to bring this benefit to life and illustrate that these purchases are more...

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