When did premium become ‘premium economy’? Working with American Express, we created clear space for the American Express Platinum Card in a market full of ‘Platinum’ impersonators.

The project.

Transform the emotional and physical customer experience of the Platinum Card so prospects and new Card Members see the true value of American Express Platinum.

The outcome.

We re-positioned the product for a contemporary Platinum customer, across the entire journey from initial awareness, unboxing of the product, and through the first 100 days of the card member experience.

Starting with the customer.

Customer and stakeholder research provided rich insight to re-imagine and re-position the end-to-end experience. The insights were combined with an audit of all communications across the entire journey to provide a program roadmap of initiatives.

Cross-disciplinary team.

Bringing acquisition and customer marketing teams together, we all worked to re-position the product for a modern Platinum customer and then transformed the journey from initial awareness and through the first 100 days of the card member experience.

A snackable digital onboarding got customers instantly onboard.

Simplicity & unity.

Isolated touch-points were unified into one digital, personalised and frictionless experience.

A snackable digital onboarding got customers instantly onboard.

40% saving in opex costs, whilst delivering a premium experience worthy of the Platinum Card.

Key moment of truth.

The team transformed the unboxing experience, turning a functional interaction into an emotional reveal that aimed to excite and inspire from day one.