Offer the new American Express Blue Card to employees of Fortis Bank. Clearly explain the two main benefits of the Card: the financial advantages (eg first year for free) and the futuristic, stylish design.

Financial and style: these two advantages appeal to different sides of the brain. So we developed a mailing the Fortis Bank employee had to cut in two. The financial advantages on the left part of the mailing appealed to the rational part of the brain, the advantages about style and design on the right of the mailing appealed to the emotional part of the brain.

Unfortunately, we have not received any results yet. Both American Express and Fortis Bank were very enthusiastic about the concept.