American Express: Behavioural Targeting

American Express needed to find a way to gain new accounts but wanted to differentiate between existing customers and prospects at varying stages of the decision-making process.

American Express: Behavioural Targeting

Singleton OgilvyOne


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...

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