Centurion Innovation

Background

Launched in 2004, Centurion represents the ultimate in recognition for the super affluents. Its wide range of exclusive benefits puts it far ahead of any other card product in the market. In 2006 the strategic decision was made to convert Centurion black plastic to titanium to reinforce the uniqueness of the product with a card design that is different from any other consumer card in the marketplace. It also strengthens the exclusivity and mystique positioning. Along with the new card came a range of new benefits and services and a new card fee of AUS$4,300 per year (increased from AUS$2,800).

Idea

To leverage the impact of the innovation, the agency chose to use a courier service to deliver Cardmembers their new card. And to make sure the card got the attention it deserved, they embedded it in an anodised metal letter that contained details of the new benefits of the membership. This creative idea dramatised the product and carried the idea of the first genuine metal Card through in its execution. The overall message about 'the new element of excellence' worked to create an emotional connection to the product. Packaged carefully in robust silky-finished board, and accompanied by a booklet that outlined the new benefits in more detail, the overall pack reinforced the absolute exclusivity of the Centurion membership.

Results

As a phased campaign rolling out to coincide with card renewals, the campaign has achieved an immediate conversion rate of 85% - 10% above target - with requested attrition (card cancellation) as low as 1%. As telemarketing is completed, a final activation figure of around 92% is expected, based on results to date. In addition, there has been overwhelmingly positive feedback from Card members with regards to the creative used to communicate the changes. Initial review of post-campaign Card usage amongst the target audience indicates that the campaign has had an impact on Card spend significantly above the 2% target.

Target Audience

Existing Centurion Cardmembers. They are typically married, middle aged males with a long tenure with Amex. They live time poor lives, tend to be self made millionaires, heavy travellers and opinion leaders. They demand exceptional quality, good value for the money they spend and expect recognition from brands they interact with.

Size

Approximately 5,000

Our Thoughts

One of my complaints with awards juries is that sometimes you need to have the piece actually in your hand to be able to judge it. This is one such pack. As a photograph, it looks a bit ‘so what?’ but imagine opening up the pack at the breakfast table. A metal card, titanium not plastic, set in a metal letter. You’d be impressed. Well, I was.