American Express Platinum Card
Quill Direct Mailer
Quill Direct Mailer
Challenge: During the economic austerity of 2010, get thehighest spenders of all other American Express Card members to sign up for thePlatinum Charge Card, at a Rs. 50,000 membership fee.
Strategy: The pen is mightier than the sword and has createdhistory. Inside a silk encased box are the tools of change: a quill and ink potwith a personal invitation ‘From the Desk of the Country Manager’ to live thePlatinum life. By simply signing up.
Results: Of the 592 targeted, 90% or 532 of the respondentswere reached. 70% of them or 373 agreed to an appointment. Of these, 34.5% or129 respondents accepted the American Express Platinum Card. Leading to a finalconversion of 22%, an increase of 6.8% over theprojectedresults.
Strategy: The pen is mightier than the sword and has createdhistory. Inside a silk encased box are the tools of change: a quill and ink potwith a personal invitation ‘From the Desk of the Country Manager’ to live thePlatinum life. By simply signing up.
Results: Of the 592 targeted, 90% or 532 of the respondentswere reached. 70% of them or 373 agreed to an appointment. Of these, 34.5% or129 respondents accepted the American Express Platinum Card. Leading to a finalconversion of 22%, an increase of 6.8% over theprojectedresults.
