American Express sought an online brand campaign to launch Blue Cash, a new version of the card featuring a 5% cash back incentive. 'Blue Cash in Action', the centrepiece of our campaign, was unveiled on the Yahoo! homepage and seen by more than 18 million people in a one-day event. The campaign included 'floating ads' along the same theme to build momentum toward the centrepiece – a large format, cinematic spot. The campaign was hugely successful at lead generation; the click-through rate on rich media reached 5%. The success has resulted in an extension of the campaign into 2004.