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American Express
Say 'Yes' campaign

Introducing a new flat rate to American Express merchants across Europe

 

Project Details
  • Client: American Express & Psona
  • Date: September 2014
Business Objective

Merchants would prefer their customers to use any card but American Express for purchases. To combat this, American Express simplified and reduced their rate to just 1.9% for all transactions. Our job was to help convey this to their merchants, giving them more reason to say ‘Yes’ to American Express.

What we did

We created the “Say ‘Yes’ to more customers” campaign. Aimed at merchants across Europe, it clearly illustrated the new 1.9% rate and benefits in a simple, friendly style. The communications we delivered in multiple languages by DM and email, and through regional events. The campaign’s results across Europe were very encouraging with an increased early uptake of 20% in Italy.

Introducing American Express 1.9% rate


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