Blue from American Express
An industry innovator in secure online transactions, sophisticated encryption codes and digital authentication, American Express climbed into leadership position when it launched Blue. The first “smart card” offered in the U.S., Blue is embedded with a chip besides the traditional magnetic strip, making it ideal for e-commerce and enabling consolidation of credit and debt information in one place.
Working with AmEx’s multiple agencies, WP helped develop a 360 awareness campaign featuring Blue’s innovative design, unparalleled rewards and streamlined portfolio of flexible benefits. Aimed at young adults, the striking campaign launched across digital, print and TV media included sponsored promotions at live music events. Resonating deeply with consumers, Blue enabled American Express to add 4 million new cardmembers in its first year. A cashback version, Blue Cash, followed quickly, and was recently named best cash rebate card by Kiplinger’s Personal Finance.