American Express launches advertising push
American Express will launch its biggest Australian marketing campaign in four years on Monday.
To promote the company’s Membership Rewards programme and loyalty add-ons offered to customers, the ‘Realise the potential’ campaign includes a 40 second TVC, print, outdoor and interactive media activity. PR and on-street promotions are also planned through to year end.
Corrina Davison, VP of loyalty and rewards at American Express, said: “The economic challenges we have faced in the last 12 months have encouraged people to take a step back and re-assess their priorities. The campaign taps into this sentiment, inspiring people to fully explore their potential and demonstrates the services American Express offers to help make things happen.”
The campaign was created by Ogilvy UK and will run internationally in selected markets.
boring, boring and more………………..boring
If this is the biggest ad campaign in 4 years then Amex might want to look at a new ad agency and rethink their strategy.
Considering the statement from them about the past 12 months economy and how people have reassessed their priorities where is the reward or loyalty?
Well, there isn’t one.
Why couldn’t they have launched with a branding campaign which included loyalty, retention and also acquisition all in one rather than a “look what we have done” campaign.
Or, they could have worked on their high interest charges to retailers and signed up more of them so when you go to spend in a store they actually accept Amex. But they didn’t do that either.
The general public doesn’t care about all the crap they have in their tvc, the general public care about interest rates, accessibility and acceptability. They care about what’s in it for them and what do they get in return for being a card holder.
And why is an agency in the UK producing a campaign for Australia? what happened to all the home-grown abundant talent downunder? hmmmmmmmm
More money than sense and the fact they have not mentioned an online campaign pretty much says it all.
And what’s an interactive campaign anyway? 237 people taking an image of a Q code or 26 people engaging with a bus stop?
How can they help make things happen when they are not accepted as much as MasterCard and Visa?
Try harder
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@surfspank I read in the papers that the Amex campaign is global not just Australia. Agreed on most of your other points.
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Amplifying what surfspank said…
I cut up my card after the first fee-free year. Never bothered with their additinal cost loyalty scheme either. Their charge card doesn’t even, by definition, offer credit facilities.
A card which charges you more than others in annual fee, then wants more dosh to “enrol” (or offset) you in their loyalty scheme isn’t going to paper over that with a pretty campaign.
All the proof points in their ad I have either experienced or have direct knowledge of from other issuers.
So I’m left wondering what’s in it for me?
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