Magazine article Marketing

Directwatch: AMEX Platinum Card - 'Broccoli'

Magazine article Marketing

Directwatch: AMEX Platinum Card - 'Broccoli'

Article excerpt

While the onslaught of credit-card mailings in this week's selection would be enough to send a shiver through Mr Brown's dispatch case, it reminded me of the importance of cut-through - a quality the Amex Platinum Credit Card mailing has in bucket loads.

There is nothing extraordinary about the card itself. It offers a low interest rate for balance transfers and a competitive rate thereafter. Of course, there is also the usual incentive scheme designed to encourage you to splash your plastic on everything from Polo mints to Prada mittens.

This feature is the focus of the pack. The creative team has taken a very simple idea - buy ordinary stuff and get MoneyBack to treat yourself - and turned it into something a bit special.

The images of mundane, everyday objects have been made to appear shiny, desirable and just the type of thing on which you would love to blow your MoneyBack. The open, tin can looks like a Chanel compact; the florets of broccoli could be earrings (OK, so you have to squint a bit) and the slices of bread become a row of magazines. …

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