American Express Canada: Gold Rewards Card Launch

American Express wanted to convince Canadians that they needed the Gold Rewards card because of its exceptional loyalty program.

American Express Canada: Gold Rewards Card Launch

OgilvyOne worldwide

Entry Information

Category: Financial Products and ServicesCountry where program ran: CanadaDate program started/ended: October 2010 – ongoing. Results are for Q4 2010.

Product Description: American Express Gold Rewards Card is a Canadian consumer travel rewards charge card.

Advertiser/Client Name: Amex Bank of CanadaMedia Channels: TV/Video/RadioOtherWebsite:http://amex.ca

Strategy

Marketplace challenge:

Canadians are obsessed with points loyalty programs; in fact, 94% belong to at least one (versus 67% for the U.S.). With an excessive number of rewards programs entering and cluttering the...

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