Attract new card members to American Express Platinum. Focus on consumer financial sites, where the clutter of ads is confusing.

Give prospects a better experience of our brand. Take over all the ad units on the site page with a spoof on the noisy, screaming banners. Wipe them clean with an Amex Platinum message that is on-brand and respectful of the user.

The campaign has delivered a click through rate of 0.63% (industry average: 0.1%) The click to acquisition percentage rate was 42% (target: 10%).

We achieved 45% uplift in response over the control in the first month, and 66% uplift in second month - giving an average of 55% uplift.