WATERMARK COPY by J. Walter Thompson Frankfurt for American Express

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WATERMARK COPY

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Industry Credit Cards
Media Direct marketing
Market Germany
Agency J. Walter Thompson Frankfurt
Creative Director Wolfgang Zimmerer
Released March 2010

Credits & Description

Category: Flat Mailing
Advertiser: AMERICAN EXPRESS
Product/Service: CREDIT CARD
Agency: JWT GERMANY
Date of First Appearance: Nov 25 2010
Entrant Company: JWT GERMANY, Hamburg, GERMANY
Creative Director: Wolfgang Zimmerer (RMG Connect)
Senior Account Director: Kevin Bakracevic (RMG Connect)
Senior Art Director: Angela Brinkmann (RMG Connect)
Senior Art Director: Simone Werdel (RMG Connect)
Senior Copywriter: Christian Klee (RMG Connect)
Junior Art Director: Patrick Brandecker (RMG Connect)
Director Marketing Central Europe: Andreas Krick (American Express)
Marketing Manager Acquisition: Marc Nägel (American Express)
Media placement: Direct Mailing - Mailing - 25 November 2010

Describe the brief/objective of the direct campaign.
Sell a new product with an advantage that is everything but new: transparency. vPayment by American Express makes payment processes crystal-clear.
But how to tell existing customers and new customers (e.g. CEO´s, CFO´s, Controllers, Financial Accountants)?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With an unseen idea: an obscure letter. Only the salutation and the PS are visible. What‘s wrong? The postscript reveals the answer: ”Hold this letter to the light ...“ Lo and behold, vPayment brings an obvious benefit: transparency. The copy of the letter is printed as a watermark.

Explain why the creative execution was relevant to the product or service.
It’s a simple and cost effective idea with a big impact. Just like the advertised product itself. Showing the clarities of the American Express financial products and services. And the sovereignty of the brand.

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.
The mailing was sent out by the end of last year.
Up until now 5.9% have responded. And it won‘t end there.
With similar mailing projects the response was at best 2.5%. A response increase of 80%.