Commerce
American Express Platinum Personalized Cashback
Cashback is confusing. Your own spending isn't.
A Cash Back calculator built on Amazon's personalisation platform, showing customers what they could earn from how they already shop. 82% of opt-ins went on to the Amex site to sign up.
American Express | Ogilvy | UK | 2019
Senior Art Direction · Personalisation · Interactive Tool · Financial Services
Mobile frames of the user experience created on Amazon. featuring real dynamic cashback per customer's spending history.
The landing experience on Amazon.
hero images curated to align with American Express global brand toolkit.
Media messaging and example of the campaign as a customer saw it.
Mobile frames of the user experience we created. Showcasing the cashback amount and equally what they could have put that towards to really hit home the message.
The Fire Tablet wake screen experience is aimed at leveraging the connected device prime customers.
Challenge
Drive sign-ups for the Platinum Cashback Credit Card. Educate long-term customers, show short-term ones the quick wins, and make an often confusing idea feel simple and trustworthy.
Insight
Plenty of people don't understand how cashback works or what it's worth to them. Amazon's personalisation meant we could answer with their own numbers.
Idea
Replace the explainer with a number that's yours.
The Cash Back calculator estimated each customer's potential earnings from their past spending patterns. Personal, instant, and one click from the Amex sign-up page.
It lived on bespoke landing pages inside Amazon, built for mobile, Fire tablets and Fire TV, with messaging aligned with Ogilvy. Custom landing pages also gave us better attribution, reporting and optimisation.
The first global use of personalised customer spend data for tailored advertising on Amazon.
Impact
23 million impressions
62,000 click-throughs (0.27% CTR), 1.5x YoY growth in engagement
1.5x increase in online ad awareness post-campaign
+10.8 points consideration intent for the card
82% of opt-ins progressed to the Amex site to sign up
96% of traffic from mobile, with Fire tablets leading at 1.16% CTR
People
Creative Director: Shabeeb Kutteery
Senior Art Director: Matthew Swan
Program Manager: Nick Robinson
Brand Strategist: Richard Kirk
Design Technologist: Armand Biteau