American Express Centurion

This case study describes how American Express, the financial services company, promoted an exclusive credt product in India.

American Express Centurion

Advertiser/Client Name: American Express

Agency: OgilvyOne Worldwide – India

Category: Financial Products and Services (FPS)

Country Where Program Ran: India

Program Start Date: 08/26/13

Program End Date: 03/31/14

Product/Service Overview: American Express launched super premium card ‘Centurion’ in 2013 targeting affluent Indian consumers. It is the most exclusive Card membership offered by American Express. As the aspirational pinnacle of the brand hierarchy, Centurion provides entry to an exclusive ‘by invitation-only membership. The Centurion product position is one that is Uniquely Crafted, Personally Delivered, Globally.

Objective of the campaign

The highly...

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