American Express: Blue Moon Platinum Upgrade DM
There must be a blue moon tonight.
The Platinum Card. With an introductory offer you’ll rarely see – just $450 for your first year.
American Express wanted to inform their Gold Card customers of a very rare offer. Their prestigious Platinum Card was $450 for a limited time, instead of the usual $900 annual fee. Offers this good only come around once in a blue moon, so we decided to use that as the creative idea. The box including a mock card, was originally due to lodge mid-March but we talked the client into waiting a while so we could mail it to coincide with the actual blue moon at the end of March 2010.
Advertising Agency: OgilvyOne, Sydney, Australia
Creative Director: Matt Andrews
Art Director: Brenton Bleechmore
Copywriter: Jon Tompkin
Illustrator: Brenton Bleechmore
Published: March 2010
4 comments
photography is the best thing here
Ogilvy did much better concepts for American Express.
Good Execution.
-Cheers,
Sandy
Interesting, I hope there's something in the copy to let them know there ACTUALLY is a blue moon that night. Clever I suppose.
Excellent Idea