CHALLENGE

Launch the Plum Card, a new card for small businesses, into an already overcrowded marketplace. Our task was to position American Express OPEN as a creator of innovative tools for small business owners.

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SOLUTION

The campaign used a variety of media to create awareness and demand for the card before it was released. The work highlighted important details, including the card's powerful trade terms, iconic color, and limited launch of 10,000 cards.

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RESULTS 

The Plum Card launched 150% above forecast. The microsite has surpassed 1.1 million visits. And the 10,000 Cards planned for the first year were gone within the first month.