Futureworks stages American Express Platinum Card for Swisscard as an iconic original
With the bold tagline «Those who have it know why,» Swisscard is launching a new top-of-funnel campaign for the American Express Platinum Card. Futureworks is putting the card in the spotlight not only as a premium product, but as the origin of an entire segment.
The campaign deliberately builds on the history of the card: Since its introduction in 1984, the American Express Platinum Card has stood for special experiences, exclusive access and an exceptional understanding of service. What's more, American Express coined the term «Platinum» more than 40 years ago. This role as the original and reference in the premium segment forms the strategic core of the current top-of-funnel campaign.
Futureworks translates this positioning into a reduced, self-confident presentation. The focus is on the iconic metal card itself: clear, concise and unmistakable. The imagery deliberately focuses on restraint and self-assurance, in keeping with the brand. Because true icons do not need to explain themselves.
Curiosity instead of a list of benefits
The campaign's message also follows this principle. Instead of enumerating a long list of benefits, it plays with curiosity and understatement. Anyone who has the American Express Platinum Card knows its privileges. For the top-of-funnel communication, the campaign only focuses on those benefits that clearly differentiate Amex Platinum from the competition: Access to the Global Lounge Collection, the extensive hotel program as well as curated events in Switzerland and unique experiences worldwide.
The campaign not only underlines the attractiveness of the card, but also its special position. In a world in which the term «Platinum» stands for excellence and the highest quality, it reminds us where the promise originated.
«With this campaign, we are focusing on the feeling that defines the Platinum Card,» says Massimiliano Grieco, Head of Digital Acquisition at Swisscard. «The card stands for special moments, access to unique experiences and a service that goes beyond the ordinary. We wanted to convey this self-image. And Futureworks did an excellent job of it.»
Swiss-wide playout
The campaign will be played out across Switzerland via various channels, from out-of-home and digital out-of-home to print ads, display ads, YouTube and social media. It is aimed at people who value exceptional services, convenience and special experiences. And it shows that «Platinum» has only one origin.
Responsible at Swisscard AECS for American Express: Massimiliano Grieco (Head of Digital Acquisition), Mattia Lovallo (Top of Funnel Marketing Manager), Katharina Fleischmann (Digital Acquisition Manager), Dr. Thomas Christen (Head of Acquisition & Digital Services). Responsible at Futureworks: Cedric Neuhaus and Borries Schwesinger (Creative Direction), Olivia Bösch (Graphic Design), Christine Hinnen (Text), Charlotta Falk (Account Director). External partners: Studio Vakuum / Yannick Neuhaus (3D), Incubeta (media planning), Acceleraid (landing page), Adisfaction-Annex (banner creation), Netzeffekt (SEA).
