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TGS
American Express
Background
American Express is over 170 years old and is the pioneer of credit card travel perks. With such a rich history, many cardmembers are not aware of the access they have to Personal Loan With a vision to provide the worlds best customer experience everyday, American Express backs their cardmembers to help them achieve their aspirations.
The Problem
American Express Personal Loans lacked awareness and understanding by Cardmembers who saw the brand as a 'zero balance' credit card. Cardmembers felt they would appear vulnerable financially by asking for their help, turning to their bank or emerging Fintech companies for personal loans.
The Strategy
Amex personal loans remove the wait of living the life you’re saving for. We repositioned personal loans from a shameful crutch into an empowering way to thrive not to miss out on any of life's important moments.
The Results
Amex saw a 42% increase in applications from cardmembers
Agency
Human Standard
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