2009 PRO Awards: American Express WishList
Agency: Digitas
Client: American Express
My WishList is an annual promotion that provides American Express card members with exclusive access to a limited supply of unique items and experiences across four different pricing categories, all at a substantial discount. In addition, an Ultimate Wish instant win portion featured a giveaway of three Mercedes GLK 350s.
Many partners were so anxious to get into the program that they agreed to a barter arrangement in exchange for media exposure. The high category, the “Hot Product” (50%-60% discount) was released each day at 12 p.m., 3 p.m. and 7 p.m. They sold out in minutes. In addition, one “Featured” product (30%-50% discount) was introduced each day and remained online until all units were sold. Participating merchants also gave out a 25% “Wish Certificate” coupon or 25% off “Holiday” discounts.
The program was advertised through direct mail, email, online banners and AmericanExpress.com. A teaser campaign encouraged card members to pre-enter their ID numbers to complete their purchases more quickly and not lose the item to a faster buyer.
During the promotion, nearly 2 million unique visitors spent an average of 12 minutes on the site. The promotion is so popular among partners that 75% of the products were bartered, saving American Express millions of dollars.
