American Express
The highest level in Latam
Services
Media
What was happening
AMEX launched its International Dollar Card program in Latam. A proposal to people from Latin America, with an account in the USA.
This program needed a clear and orderly structure to tell all the benefits to a hyper-segmented and very busy audience.
We needed to make everyone know it and love him.
What we did
We understood the audience in depth and told them what was most relevant to each of them.
Each country we had to communicate in had people with different media needs and preferences. We made sure we understood their media consumption and interests in depth.
We did a campaign in 3 languages: Spanish, Portuguese and English. We presented the product with a mother piece and from there we communicated the benefits separately, directly to the key people.
What we achieved:
We achieved 30% higher card of card than we targeted to achieve.
AMEX had to hire more people to meet the demand.
The number of inquiries received by AMEX caused
have to hire 20% more staff in order to be able to serve people.