American Express ‘Play-Doh’ integrated campaign

Working from the insight that cashback - and the freedom to spend it on whatever you want - is a powerful motivator, American Express launched an innovative campaign for the relaunch of its Platinum card cashback offer.

The effectiveness of the campaign saw it exceeding its target in three months, achieving such high responses that it had to scale back to handle all the calls, while resulting in a significant uplift across other products in the brand portfolio.

It outperformed all previous cashback campaigns, with costs per response 34% lower.

As a brand, its approach is now seen as younger, less obvious but still premium and intelligent.

Find out how OgilvyOne managed to deliver for American Express by clicking the ‘download’ button below.