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...