Cases

How do you give American Express first-class appeal in Germany?

“Membership has its rewards.” A familiar line widely recognized in the US, American Express was ready to launch its Gold Card Membership Rewards Program in Germany. Unique in the German market, the rewards program would afford its members the ability to collect reward points, access unique travel services and take advantage of premium services tailored to jet set travelers. Hoping to attract the interest of an elite target audience they teamed with Ogilvy PR for a strategy.

A combination of traditional media strategies and the landmark cooperation of two of the leading national newspapers FAZ and Handelsblatt, were critical to positioning American Express as the brand of choice for financial products and services. More than a credit card, the company was pitched as a symbol of status - distinctive, exclusive and full of perks.

Within the first four weeks, the program garnered more than 60 clippings. Print media coverage reached several key targets including leading lifestyle, business and travel media. Online, the competition attracted 10,000 users, exceeding all expectations and was recognized on television for setting a new benchmark in online competitions in Germany.