American Express wanted to be the credit card of choice – and to encourage card holders to sign up for supplementary cards for their spouse and children. It already had a successful Direct Mail campaign, but for its third year it wanted to add an interactive element.
The recipients: Existing AmEx card holders in Australia
The execution: The existing DM pack, developed by Ogilvy Sydney, played on the “naughty or nice” theme and the idea that although Santa only deliver gifts to those that have been good, AmEx reward points can benefit members whatever their behaviour. For the campaign's third year, the credit card brand added an augmented reality “talking tag”, which, when held up to a webcam, sprouted cartoon lips and told the recipient how naughty or nice they had been. Users then had the opportunity to personalise and print other tags to use on gifts for their friends and relatives, to spread the campaign to a wider audience. AmEx also produced a “how to” video for social media to boost the buzz.
The results: Traffic to the Talking Tags website was eight times what had been expected (4% of the total audience). Applications for supplementary cards rose by 130%. Media coverage reached an audience of 1.1 million people. What's more, the campaign temporarily bought an end to “the boring gift”.
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