Campaign details

Brand: American Express

The Assignment

American Express Canada changed the financial services game in Canada in 2017 with the launch of the American Express Cobalt Card, a completely re-thought credit card designed for millennials and young professionals.

A global first for the company, Cobalt was created to appeal to a very specific demographic and reward them for the kinds of purchases they are already making, emphasizing a 'you do you' attitude. With Cobalt, young Canadians have access to a rewards card that fits their life, not the other way around.

For American Express, driving new Card acquisition is imperative to the health of the business, as new Millennial Cardmembers represent a significant growth and revenue opportunity. They make up roughly 1/3 of the Canadian population are an underrepresented demographic of Amex's previous Card base.

The core business objective was to drive new Card acquisition among Canadians between the ages of 25- to 40-years-old and create widespread awareness for the Cobalt Card in the market.