In Fall 2010, American Express was planning to launch a new Gold Rewards Travel Card. In the already competitive travel rewards market, AMEX needed to find a way to break through the clutter. It was done by honing in on a key insight: That while other cards have rules and stipulations that limit points usage, our card didn't. While other cards said NO, ours said YES!
This notion of saying YES was a rallying cry for all the creative to follow. What resulted was a 360 campaign, with a heavy focus on digital to drive new card acquisition. This saw the creation of a dedicated card microsite on amex.ca, and numerous online media buys which targeted consumers with different messaging based on their progress through an acquisition funnel.
Leveraging AMEX's fun 'Realize the Potential' illustrative style gave the campaign a unique personality and visual language. And it worked! New card acquisition rates quickly exceeded client's ambitious targets, even to the point where AMEX had trouble printing enough cards to meet demand. All thanks to just saying YES.
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