American Express Canada: Gold Rewards Card Launch

OgilvyOne worldwide

Entry Information

Category: Financial Products and Services
Country where program ran: Canada
Date 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 Canada
Media Channels:
TV/Video/Radio
Other
Website: 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 market, it has reached its tipping point and consumers have begun to lose interest in programs that don't deliver. In fact 70% of consumers choose not to participate in at least one of their current loyalty programs.