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2006 GOLD FINANCIAL CARDS
UNITED STATES
IN:NYC From American Express IN:NYC
RAN IN: United States
CLIENT
American Express Company
Belinda Land, VP- Consumer Mktg. Cynthia Somma, Dir.- Mktg. Lori Langsdale, Dir.- US Advertising E. Bai Koo, VP- Mktg. Jennifer Wallach, Dir.- Mktg. Andrea Silverstein, Dir.- Mktg.
David Apicella, Co-Chief Creative Officer Doreen Fox, Sr. Ptnr.- Assoc. Creative Dir. Andrea Scotting, Ptnr.- Senior Copywriter Joseph Frydl, Sr. Planner Nancy Boyd, Sr. Ptnr.- Groups Acct Dir. Andrea huemmer, Ptnr.- Management Supervisor
Digitas
Mindshare
SUMMARY
With the IN:NYC campaign, American Express set out to attract a young audience of metro singles to a city-specific affinity credit card. It was an audience that had previously thought of American Express as stuffy, overly corporate and largely irrelevant. The IN:NYC campaign created a fun, social and vibrant face of American Express that was a great success in attracting the target audience.
