AMERICAN EXPRESS

Sound of Metal

Product consideration: getting potential customers to understand the value of the metal Platinum card.

Research revealed that the Platinum metal card had increased restaurant spend by 21% (compared to non-metal cards) in Japan. International markets wanted to tap into why the metal card might be more enticing and exciting to customers.

Our target audience of affluent millennials weren’t really interested in what the card could buy them. Instead, they care more about what the card allows them to do and how it males them feel while using it. Metal made you felt special.

We focused on making the moment a card member pays with their metal Platinum card feel spectacular
by tapping into the sonic cue to highlight the form factor.

As this was primarily a social campaign and needed to standout in-feed on local market pages around the world, we tapped into the trending format of the multi-grid acapella and created an Amex original acapella track using the Platinum metal card.