A real Easter surprise for American Express card members. By creating a unique Easter look and feel at first sight and throughout the whole package, the benefits were presented in a most compelling and teasing manner. The appropriate give away - three Easter-egg colour-tablets in 'American Express Blue' and 'Shell yellow' – involved directly into the three-part offer.

10.42% of the addressed card members refuelled at Shell during the offer period and returned their receipt. The average receipt amount was €35 resulting in a total of more than €150,000, 91.3% of the responders enrolled for the American Express bonus programme Membership Rewards. The overall response exceeded expectations (based on comparable approaches) by more than 100%.

The mailing won a Gold and Silver German Dialog Marketing Award.