To get the attention of the target group, in fierce competition among other cards, American Express reserved the front cover of the national newspaper ‘Metro’ in Sweden, on August 29th, 2007. Not only that, we managed to collaborate with the French edition of ‘Metro’, so on that day the cover was the true and actual cover of the French ‘Metro’ that very day.At the bottom of the page there was a message in Swedish from American Express: ‘Imagine if you could visit your favourite city more often’.

There was also an offer and a reference to a campaign website www.americanexpress.se/favouritecity

This was the start of the tactical campaign ‘114 heavy reasons to travel more easily’ with DM, direct sales at Swedish airports and ads in ‘Metro’. The result: Index 140 for new applications through DM, Index 125 for applications online and 4 times more applications through direct sales at airports.