Financial Cards

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2008 GOLD

The Members Project

The Members Project set out to shift brand perceptions, create new relevance with today's consumers, and tangibly demonstrate the power of Membership, that special quality that differentiates American Express from all other card products. This initiative empowered Cardmembers to make a positive impact in the world with up to $5 million in American Express funding. The results showed a significant lift in brand favorability, as well as Amex's Net Promoter scores, and differentiated Amex by facilitating a dynamic community of passionate Cardmembers.

Brand: American Express
Client: American Express Company
Agency: Digitas
Language: English

2007 GOLD

My Life. My Card.

In order to modernize the American Express brand and stimulate card acquisition, we created the beautifully simple My Life My Card campaign. We identified a select group of Card members - Robert De Niro, Kate Winslet, Wes Anderson, etc. - whose extraordinary inner lives became the basis for the campaign. Our straightforward autobiographical approach was remarkably fresh and extremely effective. My Life My Card strengthened the audience's emotional affinity with the brand, resulting in a direct and immediate lift to card acquisition.

Brand: American Express
Client: American Express Company
Agency: Ogilvy & Mather
Language: English

2007 SILVER

The One With A Savings Account

We identified a segment of high-value consumers who should've been carrying the American Express card but weren't. Although it was clear they respected the American Express brand, it turned out classiccues of success and what it means to live the good lifeweren't connecting. Our solution? A product and communications program built from the ground up... one that acknowledged their values and the idea that the good lifemeans many different things to different people.

Brand: American Express
Client: American Express Company
Agency: Ogilvy & Mather
Language: English