AMEX Singapore came to us with a task: refresh the campaign for their popular American Express True Cashback Card. With banks coming up with more enticing credit cards, rebates and offers, how do we attract new sign-ups?
Idea: We Keep It Real.
Banks use attractive hooks to lure customers, only to reveal clauses and criteria when it comes to actual earning of rebates. We give it like it is. No false promises. Just honesty. We keep things real and liken our promotion of the card to life’s real moments as people experience them.
print ads
guerilla
A human sculpture featuring The Centurion brings out the idea of realness on the streets. Our cashback rewards are as real as The Centurion coming to life!
interactive poster
The idea of realness is exemplified in this interactive billboard featuring The Centurion who converses with passersby to deliver real-time information about True Cashback. An activation piece that could be translated to content.
interactive billboard
An interactive billboard that projects real human faces into our ad. Communicating that our cashback rewards are as genuine as humans.
interactive banners
Web banners that calculate as a user shops to reveal the amount of cashback one could get if using True Cashback.
Direct mailer
Not just a typical mailer, we deliver a unique one that recipients could grow in the form of a moss garden. Cashback so real, you can see it ‘multiply’!
Agency: eg+ Singapore
Creative Director: Christan Sow
Copywriter: Zareth Lim
Art Director: Alvin Lee