Challenge

Increase sign-ups for the Platinum Cashback Card while making the benefit of cashback easier to understand.

Insight

People understand money better when it's relevant to their own behaviour. Amazon had the data to make that personal.

Idea

A personalised cashback calculator. Customers could see an estimate of the cashback they could earn based on their previous spending behaviour, turning an abstract financial proposition into something tangible.

My role

As Senior Art Director, I designed this from the ground up and pitched it myself prototyped and owned creatively from start to finish, working with copywriters and the creative director. This was the first time real customer spend data had been used this way genuinely personalised cashback estimates, built from Amazon's first real bucket of customer data for this.

I owned the full experience across the campaign awareness, Fire TV, Alexa, drivers and could talk through it end to end. Neither the US nor the rest of Europe had done this before; it went on to scale to Italy, and the knowledge-sharing off the back of it was significant.

Impact

• 23M impressions

• 62K click-throughs

• +10.8pt consideration intent

• 82% progressed to the Amex sign-up site

• 96% of traffic was mobile

The campaign represented the first global use of personalised customer spend data for tailored advertising within Amazon's platform.

Art Direction · Personalisation · UX · Financial Services · Data · Technology