American Express is recognised as one of the leading brands that has pioneered the way consumers pay, making their lives easier and more enjoyable.
In an increasingly competitive market, they wanted to differentiate themselves by offering consumers a deeper understanding of their unique benefits, reminding them that it is more than just a card. ‘Realise the potential’ was the campaign message that American Express aimed to communicate.
The campaign needed to create cut-through in an environment engaged by a quality audience. The campaign revealed a host of benefits such as priority booking of seats and tickets to concerts and theatres.
Why Times Online?
American Express felt Times Online carried similar brand attributes to that of themselves including prestige and a premium status and a strong connection with a quality audience.
Times Online solution
Times Online offered American Express an exclusive site takeover for one day giving them the chance to create cut-through in a premium environment.
In addition to standard advertising placements, American Express also ran gutter ads on the homepage and Business section of Times Online which maximised impact.
The site takeover proved impactful as research showed American Express’s message created standout with high ad recall, particularly amongst the younger market suggesting that the benefits in the entertainment sector appealed to the audience.
The campaign proved to show a close affinity amongst the audience between Times Online and American Express:
Creating cut-through by taking over Times Online helped influence the campaign’s success.
Source: Metrixlab, Dec 2009