Turn work things into points things
AMEX were keen to re-engage their corporate members about the value of having their Corporate Cards as well as attract new AMEX card members.
Our solution was to convey the value of card ownership. The idea was to show that AMEX points were just like currency.
Simple headlines explained that using their card for work purchases, business owners could then use their points to redeem on additional purchases to use in their business or reward themselves. It was a 'win win' for business.
The idea leveraged the "That's smarter business" creative platform which we had also created for AMEX Corporate in its Australian B2B comms.