The Challenge:

To invite existing American Express customers and highly valued prospects to sign up for the Centurion Card.

 

Creative Strategy:

Beautifully presented in a limited hand-assembled box. Combining personalised direct mail and digital technologies to promote the benefits of membership, we invited high valued customers and prospects to sign up for the Centurion card through a digital experience of the luxury concierge service.

 

Focusing on the compelling real-life stories from customers using the concierge service, we immersed our audience into the world of Centurion, where they could interact with stunning visuals, soundtrack and audio through a Flash app.

 

By creating an integrated campaign, we encouraged  American Express Australia to move beyond the traditional DM brief and make their first step into the world of digital marketing.