Direct > Product/Service
BALANCE
OGILVYONE, Buenos Aires / AMERICAN EXPRESS / 2005
Awards:
Overview
Credits
Overview
BriefExplanation
With the Balance Transfer product, American Express Card members can transfer balances from other credit cards to the American Express credit card and finance them at a better rate. The brief was to develop yet another mailing communicating the benefits and features of the product, including interest rates and the whole procedure of the transaction.
CampaignDescription
American Express Card members have received several pieces about this, each one with a different concept but the same information. So instead of again describing the features, we showed how it works with a single page mailing. The Card member had to fold the page following instructions. At the end, they had a small, thick square of paper and the line: "With this, you'll even out that table that has been crooked for a while. To even out your balances, there's Balance Transfer."
Outcome
Usually Balance Transfer mailings generate a 2% response. This simple piece had a 14% response.
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