DELTA AMEX
Challenge
Relaunch of the Delta American Express Platinum Card by convincing a new generation of frequent flyers with wallets full of cards that loyalty is worth it
Audience Insight
Travel credit cards always talk about improving your travel status functionally through points, when what frequent flyers value most is a smooth trip in which they are cared for
Strategy
Redefine Delta Amex travel “status” as improving your emotional wellbeing throughout your trip - leaning into these brand’s reputation for personal service
Creative
Our campaign: “For The Status of You”. Every asset conveyed how Delta and Amex’s combined service can redefine how you feel about the status of your trip. Each of these feelings - cool mom status, boss status, out-of-office status - showed different emotional statuses that a trip with our brands could deliver, each proved out by specific benefits like free checked bags and companion passes
Results
Early results were promising, but then Covid hit a month into the campaign and shut down travel ¯\_(ツ)_/¯
Role
Audience Research / Pitch / Creative Brief / Testing