Cannes Lions
OGILVYONE MEXICO, Mexico City / AMERICAN EXPRESS / 2005
Overview
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Description
These Card members must be recognised and distinguished from everyone else for their qualities. They are different from others, they are ripe. Using apples as a metaphor, we showed them that they are now a special kind of apple, a golden apple. The harvest season has now begun.
Outcome
The conversion to Gold after this mailing was very high. Also, the spending of cardmembers who switched to Gold increased.
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