The Problem

Amex needed to increase sign-ups for the Platinum Cashback Card while educating users on the benefits. The challenge was to simplify complex financial information into a personalised, engaging experience that demonstrated immediate, tangible value not abstract percentages.

The Thinking

Consumers respond better when rewards are contextualised to their own spending. A generic cashback message means nothing. But showing someone exactly how much they personally could have earned last month based on their real Amazon data makes it impossible to ignore.

The Idea

Build a cashback calculator using Amazon's personalisation platform, estimating cashback per individual user and linking directly to the sign-up flow for the Platinum Cashback Card. First global use of personalised customer data for financial education.

My Role

Senior art direction across the full campaign, personalised ad creative, custom landing pages with calculator embedded, Fire Tablet wake screen experience, and the mobile-optimised journey that took customers from awareness to sign-up in as few steps as possible.

What This Proves

Personalisation isn't a feature. When it's done right, it's the entire argument.

Tags
Commerce · Personalisation · Financial Services · Design Systems · Integrated Campaigns

Credits

• Senior Art Director: Matthew Swan

• Program Manager: Nick Robinson

• Brand Strategist: Richard Kirk

• Design Technologist: Armand Biteau

• Creative Director: Shabeeb Kutteery