Insight

Project Overview

At Dentsu, I had the privilege of contributing to a nationwide campaign for American Express, focused on engaging and rewarding its card members across Australia. The campaign aimed to promote valuable upgrades and exclusive offers tailored to specific card types, ensuring a personalized and compelling experience for every member.

Idea

Scope of Work

I was responsible for designing and animating responsive HTML5 banners deployed across all major digital channels in Australia. These dynamic ads effectively showcased the unique benefits of each card type, delivering visually engaging and interactive content that resonated with users across devices.

To complement the banner ads, I designed responsive email marketing campaigns tailored to different card tiers. Each EDM provided a seamless experience, promoting upgrades and offers in a clear and visually appealing manner. The designs adhered to American Express’s premium branding while being optimized for all devices. The campaign also extended to traditional channels with direct mail pieces, crafted to maintain brand consistency while offering a tangible touchpoint for cardholders.

Impact

Ensuring a cohesive brand experience across banners, EDMs, and direct mail required meticulous attention to detail. I developed and adhered to a unified design system that maintained consistency in tone, style, and messaging. Working within the technical constraints of HTML5 banners, I optimized animations and visuals to balance aesthetic appeal with load times and performance, ensuring a smooth user experience across devices. To enhance member engagement, the designs incorporated dynamic elements that adapted to different card types and offers, creating a tailored experience for each user segment.

The interactive HTML5 banners and responsive EDMs garnered high click-through rates, driving significant traffic to the campaign’s landing pages. The targeted messaging effectively highlighted the value of upgrading, resulting in a measurable increase in card upgrades across all member tiers. Additionally, the cohesive design approach ensured a seamless user journey from digital touchpoints to physical mailouts, reinforcing American Express’s brand reputation for premium customer experiences.

This project exemplified the importance of a well-rounded, multi-channel approach to digital marketing. By combining cutting-edge HTML5 animations with responsive design and traditional direct mail, the campaign not only met its objectives but also set a high standard for future initiatives. My role in crafting engaging and cohesive experiences was integral to its success, showcasing my ability to execute complex, multi-channel campaigns with precision and creativity.