American Express: Guilty Pleasure

The Brief: Create positive awareness of the acceptance of the AMEX Card, and also drive acquisition through key trigger of earning 20% cash back for new Cardmembers. The Idea: Words like ‘sale’, ‘off’ have an amazing effect on the human brain. They make us shop for things that we don’t necessarily need, or have been putting off for sometime later. We have all indulged in that 'guilty pleasure'. We build on this human insight to highlight the effect of our 20% cash back offer on new Cardmembers.