To effectively communicate the value of American Express loans, across a broad demographic, we had to come up with a unique angle. Instead of talking numbers – APRs and Balance Transfer rates - we focused on what an American Express loan could enable you to do.

To give the message relevance, we cross-referenced the examples we chose with data from American Express on the main reasons for taking a loan; eg home improvements, children, cars, holidays, etc. Clicking would take you to a landing page, where the benefits of the loan were explained - that's where we put the numbers!