American Express: Letter envelope

American Express had to convince people who carried an American Express card linked to someone else's account - such as a parent's - that it was time to have their own account.

American Express: Letter envelope

OgilvyOne worldwide

ENTRY INFORMATION

Category: Financial Products and ServicesCountry where program ran: ArgentinaDate program started/ended: 1st May 2007

Product Description: American Express Titular Cardmembers can give free Additional Cards to their children (over 16 years old), parents, friends, etc. The challenge we faced was unheard of until then: we had to convince Additional Cardmembers to become Titular ones. Put simply, start paying for the Card.

Advertiser/Client Name: American Express ArgentinaMedia Channels: DirectMail

STRATEGY

Marketplace Challenge:

Since the huge 2001/02 crisis, the country is now growing its economy....

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