American Express DM AMEX CENTURION by OgilvyOne Hong Kong

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Industry Credit Cards
Media Direct marketing
Market Hong Kong SAR China
Agency OgilvyOne Hong Kong
Executive Creative Director Shayne Pooley
Creative Director Houston Wong, Matthew Kwan
Art Director Winnie Fok
Released March 2010

Credits & Description

Category: Dimensional Mailing
Product/Service: CREDIT CARD
Date of First Appearance: Mar 9 2010 12:00AM
Executive Creative Director: Shayne Pooley (Ogilvyone Worldwide Hong Kong)
Creative Director: Matthew Kwan (Ogilvyone Worldwide Hong Kong)
Creative Director: Houston Wong (Ogilvyone Worldwide Hong Kong)
Art Director: Winnie Fok (Ogilvyone Worldwide Hong Kong)
Group Account Director: Viko Wong (Ogilvyone Worldwide Hong Kong)
Account Director: Eva Wong (Ogilvyone Worldwide Hong Kong)
Head of Production: Roger Chan (Redworks Limited)
Media placement: DM - DM - 9 March 2010

Describe the brief/objective of the direct campaign.
Objective: To successfully convert the top 1-2% of super-affluent existing American Express Platinum Card members in Hong Kong to the Centurion Card. Essentially there were 2 key challenges. The first was to establish within our existing card members a super premium niche that would set us apart from other luxury brands. Secondly, any mass marketing would undermine the intent of having our target audience discreetly discover the by-invitation-only Centurion Card for themselves. The approach had to reflect a sense of prestige unique to Centurion.

Explain why the creative execution was relevant to the product or service.

We knew the invitation needed to inspire card members to call American Express and request a meeting. So what better way to do this than through a testimonial. The execution was completely relevant because it was a demonstrable way of showcasing the true power and access of Centurion. It was a story from another Hong Kong Card member and this strongly presuasive story helped achieve the desired results. The originality of actually sending the physical samples of genuine sand from the Dead Sea, which we actually achieved through our agency network, made the whole brand communication that much more authentic.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The insight into these people was that they were used to getting everything they wanted, when they wanted it. Our creative solution was to tell an existing Centurion member story of how the uniqueness of the Centurion Card could deliver experiences money can’t buy. In this case we sent Dead Sea sand to illustrate the story. The strategy was twofold. Send the direct mailing to drive upfront-interest and desire. And achieve at least a 50% response to the initial invitation. From that response we would then set an appointment where we wanted to achieve in excess of an 80% conversion rate.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Seven weeks after launch, results are above expectations with an average response rate of 64%. We were 15 percentage points ahead of target. In addition, the response rate was 5 times that obtained with an earlier creative approach. Although we achieved a significantly higher response rate, we also managed to consistently maintain a high conversion rate. At the subsequent face-to-face meeting with the sales representative, more than 95% still chose Centurion.