Futureworks supports Swisscard with a design statement in rose gold
Swisscard’s latest campaign launches a limited-edition metallic American Express® Gold Card in rosé. Futureworks has created a strong visual statement for the card issuer and is positioning the card under the slogan «Metallic. Rosé. Limited.» to a style-conscious, lifestyle-oriented target audience.
The American Express Gold Card is one of the established card products in Switzerland and stands for trust, service quality and attractive benefits in everyday life and when traveling. The repositioning of the card was also supported by Futureworks for the Swiss market a few years ago; the success of this positioning now forms a solid basis for the new campaign, which for the first time focuses on the card's design rather than just its range of services. The high-quality implementation creates a communication that is not only perceived, but also understood and experienced.
American Express Gold Card is available as a metallic card in Rose Gold design from mid-November 2025 to mid-December 2025 - a deliberately limited lifestyle statement that visually sharpens the premium positioning of American Express credit cards in Switzerland. The focus on the three factors "Metallic. Rosé. Limited." appeals to people who place particular value on aesthetics, individuality and extraordinary experiences.
A two-day organic pre-teaser phase, a subsequent paid teaser phase and the main campaign using display, video, social media and native ads as well as a campaign landing page in the main phase are used to raise awareness of the card. Through stringent targeting at relevant touchpoints, the message is placed where it is effective and anchored in the everyday lives of the target group.
Marked development in demand
The campaign strategy impresses with impressive figures. In the first two weeks of the campaign, the number of average daily card applications rose by 78% compared to the corresponding previous phases in 2025 - and even by a strong 99% compared to the same period in the previous year.
With this campaign, Futureworks succeeds in making an iconic product not only visible, but also desirable and modern, demonstrating how effective brand work creates measurable business success.
Massimiliano Grieco, Head of Digital Acquisition at Swisscard, comments on the success: "Futureworks understands our brand and doesn't just deliver concepts, but implements them in such a way that they really resonate with our customers. This is precisely why we value the collaboration so much."
Swisscard AECS GmbH for American ExpressMassimiliano 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). Futureworks AGCedric Neuhaus and Philipp Rafler (Creative), Olivia Bösch (Graphic Design), Christine Hinnen (Text), Charlotta Falk (Account Director) . External partnersStudio Vakuum / Yannick Neuhaus (3D animation), Incubeta (media planning), Acceleraid (landing page), Adisfaction-Annex (banner creation), Netzeffekt (SEA)
