American Express

This 2009 DMA Award-winning campaign (bronze in the financial services category), from OgilvyOne Worldwide, helped to promote the relaunch of American Express' Platinum cashback card.

American Express

OgilvyOne Worldwide

THE TEAM

Arthur Parshotam, Mariana Carvalhor, Dominique Bergantino, Su Day, James Sexton, Libby Young, Ruth Jamieson, Lynne Porterfield.Other contributors: Neo@Ogilvy, Mindshare.

WHAT IS WONDERFUL ABOUT THIS WORK?

While competitors are happy to talk about rates, we wanted to drive acquisition by showing that the American Express Platinum card lets you choose how to spend your cashback. We exceeded our target in three months; responses were so high we had to scale back to handle all the calls.

OBJECTIVES

To relaunch the American Express cashback offering as the most financially competitive product in the market....

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