Selling the Prestige of American Express

Hong Leong Bank was looking to launch Malaysia’s first-ever American Express Credit Card with a straightforward announcement campaign.

With credit cards becoming increasingly commonplace and easily accessible, consumers found it difficult to differentiate between products, each of which focused on similar tangible benefits.






We bypassed the feature-laden approach of the then-current crop of credit providers and created a bold campaign that sold the product on its strongest merit; the prestige that comes with bearing the American Express name.




Our campaign won international acclaim from American Express Corporate in USA for Best New Product Launch, and went on to prove that the best way to market a high-end product, is to tell it as it is.