American Express Canada: Digital Canvas

OgilvyOne worldwide

Entry Information

Category: Financial Products and Services Entry Title: American Express Digital Canvas Country where program ran: Canada
Date program started/ended: October 25, 2010 – December 6, 2010

Product Description: American Express issues a number of proprietary and co-branded credit and charge cards in Canada targeting the affluent and young professionals segment.

Advertiser/Client Name: American Express Canada
Media Channels:
TV/Video/Radio
Other
Website: http://www.facebook.com/AmericanExpressCanada Click the "Amex Canvas" page from the list on the left.

Strategy

Marketplace challenge:

The Card market in Canada is saturated with products from many issuers including large domestic and foreign competitors. The majority of communications within the industry are focused upon product acquisition with lesser focus on brand communications. Breaking though in this category is a formidable challenge for marketers.