American Express Argentina: My Wish List

American Express, the credit card company, wanted to build the perceived value of its membership rewards program in Argentina, while limiting costs and convincing "hoarders" to redeem points.

American Express Argentina: My Wish List

OgilvyOne Argentina

Entry Information

Category: Financial Products and ServicesCountry where program ran: ArgentinaDate program started/ended: November 23, 2010/December 3, 2010

Product Description: The Membership Rewards program (through which American Express Cardmembers earn points with every purchase and redeem them for a variety of rewards) is recognized, valued and successful in Argentina. The program was launched in 1995.

Advertiser/Client Name: American Express ArgentinaMedia Channels: E-Mail and Instant Messaging TV/Video/Radio Web Development Other

Strategy

Marketplace challenge:

Argentina is a market where financial companies...

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