The brief was included in the Milan Domination project. A plan created by the Amex international Team with the specific purpose of enlarging the customer base of Amex Gold Card Member inside the Social Climber cluster. The Agency received the challenge directly from the Amex team with the clear objective of finding a specific period during the Milan Community calendar on which to best reach the target.

RESULTS15 days of activity8 points set up in Milan450.000 Visual Contacts4000Fashion Cards delivered1600 My e-vents subscriptions15000 PromoLeaflets delivered4000 Amex USBs delivered200 Membership rewards vouchers redeemed16000 Coffees offered