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Ad Campaign Analysis: Sabhya Manocha - 07329802418 4E

Advertising campaign analysis of American Express India, for their Platinum Charge Card(Metal Makes it Possible).

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Sabhya Manocha
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73 views3 pages

Ad Campaign Analysis: Sabhya Manocha - 07329802418 4E

Advertising campaign analysis of American Express India, for their Platinum Charge Card(Metal Makes it Possible).

Uploaded by

Sabhya Manocha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Sabhya Manocha - 07329802418

4E

Ad Campaign Analysis

Company - AMERICAN EXPRESS

About the company - ​The American Express Company, also known


as Amex, is an American ​multinational ​financial services corporation
headquartered at ​200 Vesey Street in ​New York City​. The company
was founded in 1850 and is one of the 30 components of the ​Dow
Jones Industrial Average​. The company is best known for its ​charge
card​, ​credit card​, and ​traveler's cheque​ businesses.

Advertising campaign - Metal makes it possible ​(Platinum Charge


Card)

Objective - The campaign aims to highlight the fact that the audience
is made of a different mettle and values experiences over things. The
television commercial shows a protagonist who challenges
expectations, does not settle for the ordinary and expects the same
from his Card.

Budget allocation - ​A third of the total spends will be on TV, another


third on Print, and a third will be going to digital. The move is indicative
of our desire to be visible and to reach out to more and more premium
customers looking for experiential luxury.
Target Audience - ​The campaign targets 40-50 year old, self-made
entrepreneurs and professionals who are confident of their own ability.
They go after authentic products and services that deliver value and
have substance. They travel frequently and the majority of their
spending is on overseas travel.

The new positioning - ​The world over American Express stands for
premium service and experience. There is a strong aspirational value
associated with the brand. We are uniquely positioned to create
consistent premium value offerings for our Card-members. Our
premium products are bundled with benefits to meet the different
needs of the affluent segment. Being part of the American Express
family means special access, experiences, and privileges.

Key community message - ​The campaign, 'Metal makes it possible'


highlights how the Platinum Card offering inimitable benefits such as
higher level of global access, experience, and service, along with no
pre-set spending limit enables our Card-members to live life to the
fullest.

The Campaign - ​The six-week campaign was to drive awareness


about their new product - Platinum Charge Card. Though it is an old
product they have refreshed it with a new look and new features.
Farhan Akhtar had promoted the product - be it on television, print or
digital. The prospects AMEX was targeting are affluent people, looking
for experiences that money can’t buy.
First and foremost there is no pre-set limit to this card like the usual
credit cards. This is a charge card. While they of course look into
one’s past spending patterns and credit history, this card lets you
spend without putting an upper limit. Secondly, they are focused on
travellers - be it domestic or international. We have unlimited access
to about 1,200 lounges across the world. We have something called
FHRP, which is the Fine Hotel and Resort Programme, wherein they
have 1,100 properties globally with facilities like guaranteed early
check-in, late checkout, complimentary meal credits, upgrades etc.
There is also the Global Dining Selection where they do reservations
for high-end restaurants and have other added benefits like chef
interaction etc. To sum it up, they offer everything experiential.

Advertising media used - ​Television, print and digital.

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