A three-phased campaign with print, Internet and outdoor advertising and lastly the presence at the airport was used. The teaser phase started out with the copy 'This is not a card' and just one single ad per paper/site. Then, a revealing phase took over with more repetitive ads creating an impact and explaining more details. In the third phase the airport set up with among other things, large-sized OOH ads created even more of an impact and went more in-depth as it had staff were present.

The traditional print ads, the Internet and the outdoor advertising helped American Express reach and inform the target group about the membership reward system. Then, at the Arlanda Airport the target group had the possibility to sign up for the Gold Card. The goal for signed applications was surpassed by an amazing 413%.