Cannes Lions

SUPPLEMENTARY CARDS

OGILVY & MATHER, Sydney / AMERICAN EXPRESS / 2012

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Overview

Outcome

Traffic to the site was 4% of the total campaign audience – this was 8 times the target of 0.5%. 10% of card members who went on the microsite applied for a Card. There was also a strong digital buzz amongst leading blogs, which, when combined have a monthly readership of 1.1m.The channel spilt between cards acquired was 80% from the DM piece, while 20% came directly from online sign-up. Applications for a Supplementary Card went up by 130% compared to last year’s direct mail only response – proving that an engaging online utility really can drive acquisition.

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