American Express: Behavioural Targeting
Singleton OgilvyOne
ENTRY INFORMATION
Category: Financial Products and ServicesCountry where program ran: AustraliaDate program started/ended: January - December 2007
Product Description: American Express are a charge and credit card issuer who have significantly increased their spend in the digital channel in order to drive new card acquisition. However, they are now competing in a very cluttered category - close to 11 billion impressions served in 2007 - that is dominated by point offers and low rate cards. Amex needed to do things smarter.
Advertiser/Client Name:American Express Australia Ltd...