How do we engage American Express members to use Amex Offers with their credit card by creating an exciting and educational campaign?
About 75% of American Express card members weren’t using Amex Offers, missing out on a key benefit of card membership and making them less engaged with the brand as a whole. With low awareness and understanding of the offers platform, American Express needed to be able to excite and educate their card members.
Proposition: It's what you signed up for.
Concept 1: Everyday, Elevated
With costs of living rising and inflation on the horizon, this concept positioned Amex Offers as a way to help you afford the little luxuries that make life that much better.
Concept 2: Make everyday spending exciting
Everyday purchases are undeniably boring. But with the opportunity to get some money back on them, they become an avenue of opportunity.
Chosen concept: Offers on tap
We leant into the excitement of activating offers in the copy while showing card members exactly how to do it through visuals and socials.
