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2019 GOLD YOUTH MARKETING
CANADA
American Express Cobalt Card Launch: You do You
RAN IN: Canada
CLIENT
American Express
David Barnes, Vice President Public Affairs and Brand Advertising Tina Santoro, Director Brand Advertising and Entertainment Lifestyle Marketing Lauren Dineen-Duarte, Director Public Affairs and Communication Stephanie Cisneros, Senior Manager Brand Advertising Amanda Betti, Senior Manager Public Affairs and Communications Erica Tiangco, Manager, Social Strategy Paula Emberley, Senior Manager Entertainment and Lifestyle Marketing Brooke Ihnat, Brand Advertising Analyst
Brian Murray, Chief Creative Officer Katherine Palumbo, Group Account Director Lisa Mathieson, Management Supervisor Olivia Damiani, Management Supervisor Christian Horsfall, Group Creative Director Pam Danowski, Senior Copywriter Steve Muzzin, Senior Copywriter Michelle Lee, Planning Director Heather MacDonald, Copywriter Jo Palmiero, Senior Partner Adrian Iwankewich, Account Executive Natalie Kugler, Account Executive
Mindshare
North Strategic
B/TA
Notch Video
SUMMARY
In 2017, American Express Canada launched the Cobalt Card in order to win with millennials. The campaign was one of the most successful launches in Amex Canada's history achieving 84% more applicants in its first month vs Amex’s two largest card launches in the last 10 years, delivering higher card spend vs comparable Amex cards, and improving brand equity and acquisition amongst customers who were almost 10 years younger than Amex’s average cardmember. Key to our success, was positioning Cobalt as the card that lets you do you.
