American Express Now Asks “Are You A Cardmember”
AMERICAN EXPRESS has decided there is no more life left in “My life. My card.”
The theme, appearing in ads for American Express charge cards since November 2004, is being supplanted, beginning Monday, with a campaign that replaces a general, image-oriented approach with a specific, product-focused tack.
The change is embodied by a rhetorical question, “Are you a cardmember?” — Amex-speak for “cardholder” — which is answered with demonstrations of what American Express believes are the benefits of its charge cards.
It is unusual for American Express to switch campaign themes so quickly. For instance, according to a chronology provided by the company, “Do you know me?” ran from 1974 to 1987; “Membership has its privileges” appeared from 1987 to 1996, with a brief interruption; and “Do more” ran from 1996 to 2004.
The new inquisitive theme will be the centerpiece of a multimedia campaign with a budget estimated at $400 million to $500 million.
The strategy is to convince consumers that there are meaningful advantages to carrying the green, gold, platinum and other colorful charge cards — even if it means paying fees not assessed for the rival credit cards like Capital One, Discover, MasterCard and Visa.
Check out the video of a new American Express Ad!
–Paid Announcement–
You can’t choose the best credit cards from all the rest of the credit cards out there based on slogans–before you pick a credit card make sure you read up on various credit card offers to help make a good decision.