American Express has not really had all that great a stint in the Indian market as many had predicted. So to set things straight, American Express is going all guns blazing and launching the biggest marketing campaign in more than four years. The design behind the campaign is to reposition American Express as a brand and present it to the customers as a financial institution that is modern, exciting and customer friendly.

Conceptualized and created by Ogilvy Advertising, the above-the-line campaign carries a strapline ‘Realise the potential’ that went live on 5 October. The animated advertisements will shift the focal attention away from the business market and will promote the features that makes an American Express cardholder a walking example of prestige.

According to Alison Bain, VP and Head, International Advertising, American Express, the strapline is aimed at targeting the new generation of well-heeled consumers.

Amex also has plans to feature television ads that will speak about the way American Express customers received required/desired help in dire situations. The TV commercials will be complimented by American Express adverts in the print media that will be aimed at educating the masses about wider benefits of holding an American Express card.

We particularly like the tag line ‘Get any closer and you’ll be in the band’. This is going to be exercised in order or appeal to music lovers as the advertisement will convey the message that Amex customers can secure some of the best seating options available in the house/show.

Those who love to travel are targeted with an apt tag line saying ‘Be a traveller, not a tourist.’ A focus on rewards programme is also designed that will use the line ‘What if last night’s dinner could become an iPod?’

OgilvyOne has been roped in to support the direct marketing activities and a dedicated website will be made live soon. The three-month campaign will cover 27 countries while a separate promotional activity is being designed for the US.