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.
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.