American Express’ advertising campaign showed how Membership Rewards could help you earn the things you’ve always wanted. Our task was to target affluent people in the market for a credit card and demonstrate this online. One of the limitations of the offline ads was that they could only show one example at a time. With a rich media MPU we could let users search through more of the Membership Rewards catalogue to find the things that best suited their own aspirations. Through active participation, the rewards became more relevant and the communication more powerful.