Amex direct mail case study

When Amex changed its premium credit card brand – Centurion – from black plastic to titanium it also increased the annual card fee by AUS$2,800.

Singleton OgilvyOne, Australia, aimed to catch the attention of this super-affluent group of customers by sending the new card by courier to create an attachment to the product. The luxurious pack also contained a list of the extensive benefits available to members, deflecting attention from the increased card fee and emphasising the product's exclusivity.