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. Drive aggressive acquisition targets, position the product in the hearts and minds of the consumer, drive overall brand awareness and improve brand perceptions in the market.

STRATEGY AND TARGETING

Our target consumer was identified as having a household income of more than £50,000 a year and spending more than £1,000 a month on their credit card. These people tend to be transactors (they pay their entire bill off each month). Attitudinally, they like to see themselves as financially savvy and aware of the best deals in the market. Their consistent feedback was that they like to feel in control with a card that is simple and transparent – and they like freedom in how they spend their rewards.