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American Express highlights ‘Lifelong Rewards’ for customers

By Bhawana Anand - October 16, 2017

OgilvyOne developed the overall campaign while Kinetic India handled the OOH promotion

Staying true to the global positioning of ‘World Class Customer Service’, American Express has launched its first through-the-line campaign in India. American Express’ first ever brand campaign in India in a decade - ‘Realise The Potential’ - lives to the company’s promise of excellent customer service and best-in-class rewards to life for its Card members in India.  

The 360-degree brand advertising campaign is running over a period of 10 weeks across communication channels including out-of-home-social in key markets of Delhi, Mumbai and Bengaluru.  The advertising campaign is developed by advertising agency OgilvyOne and the OOH mandate of the campaign is handled by Kinetic India. The objective of the campaign is to drive brand salience and help in driving customer acquisition for the entry level Membership Rewards Credit Card.

The campaign presents American Express in a unique, youthful, relevant and engaging brand, promising delivery of benefits, rewards, savings and experiences to its customers. The integrated campaign also highlights American Express’ personalised and global service promise such as emergency card replacement anywhere in the world, safety with best-in-class data protection tools and, secured data protection, zero card liability echoing through the graphics and spirited style of illustrations, further ensuring that the communication stands out clear in the highly competitive and cluttered financial services sector.

Talking about the new campaign, Arnika Dixit, Vice President, Marketing, American Express India, said, “Trust, Security and Service are three key pillars that American Express has always focused on to build strong relationship with our customers. The campaign highlights our potential in providing a differentiated, world-class experience for our Card members to convert them to become a loyal customer for us in future.”

According to a recent Kantar IMRB industry survey commissioned by American Express, about 42% of consumers were willing to pay a premium for prompt customer service. Moreover, about 31% were willing to pay for service that listens to them/acts on their feedback and 27% were willing to pay premium for service that is available everywhere. Clearly with rise of disposable income in India and market being flooded with foreign and domestic brands for each service/products, customers are becoming more demanding. Customers, especially the Millennials, today prefer to connect with brands that are technologically advanced, offer better customer service and accept their feedback.

Sharing her views, Vibha Bajaj, Head & Vice President, Public Affairs & Communications, American Express India said, “With a heritage built on service and sustained by innovation, we have strived towards understanding our customer demands and work towards making them a part of our products and service. Our brand campaign is a step forward in the same direction and we are sure of being able to provide differentiated experience to our card members in whichever way we touch their lives. For the first time ever by any financial services company in the country, we have partnered with leading publishers like Tripoto and Little Black Book (LBB) to create highly immersive experiences via video content which subtly showcases benefits that prospects will receive when they use an American Express Card”.

Expressing his delight at the launch of this campaign, Abhishek Gupta, Senior Creative Director, OgilvyOnesaid, “American Express is a brand that stands for unparalleled service. The campaign looked at bringing the different nuances of the brand promise to life through a series of 8 films, supported by Digital, Print and Outdoor. Different aspects of American Express service have been highlighted through a unique and engaging visual style and storytelling based on insights from our day today lives.”





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