ABOUT THE PROJECT

As e-commerce, social networks and mobile payments transform the Card business, American Express has engaged Ogilvy to build a platform that would make using the privileges of membership a best-in-class digital experience. As a result, Platinum Cardmembers in more than a dozen countries can now see the latest special offers in their market, view current air, hotel and other premium partners and quickly view and sort their extensive benefits. Enhanced servicing is also part of the platform. The Platinum Member website successfully integrated benefits ranging from enabling enrollment in elite tiers of hotel and car rental programs to creating directories of restaurants or spas offering special perks. The scale of the project is also truly global, bringing together technology and content from American Express groups across Europe, Asia, the Middle East and Australia. And unlike typical campaigns, the build out of the Platinum Member Website is ongoing – a marketing initiative that has already exponentially raised member use of the site, and will continue to be a game changer for American Express.