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AMERICAN EXPRESS GOLD CARD

OGILVYONE, Paris / AMERICAN EXPRESS / 2004

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The 2003 Global Brand Theme campaign represented a real opportunity for American Express to differenciate itself in a competitive market. In order to increase the awareness around the Gold Card and its benefits, we launched a vast brand campaign based on the concept 'this is not a card, this is ...' (benefits, services, rewards thanks to the loyalty programme from American Express). The acquisition department of American Express wished to drive additional card acquisition through the American Express website.

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