Title: AMEX SBS Insurance Cross-Sell Program “Focus on Risk”: Title: AMEX SBS Insurance Cross-Sell Program 'Focus on Risk' Touchpoints Entry


AMEX SBS Insurance Cross-Sell Program “Focus on Risk”: AMEX SBS Insurance Cross-Sell Program 'Focus on Risk' Challenge: Amex SBS members lead very busy lifestyles and since they are used to receiving all kinds of presentations, they are quite skeptical. That is why we felt it ineffective just to send straightforward direct mail selling insurance, even though it is from American Express. For this reason we chose a strategy to raise involvement among members in different phases. First we produced a direct mail piece to evoke attention toward company issues, in order to encourage members to request mini-booklets providing solutions. Then the next phase was to acquire permission from members who requested brochures on whether they need financial advisory. The Idea: We executed the theme of ‘Once you know the risks, your worries become smaller’ in an idea called ‘Concentric Circles’. This booklet allows the reader to read through simple questions that provoke awareness toward risks they usually wouldn’t see. Moreover, cut-out circles on each page (which are a symbol of insecurity) become smaller and smaller, to enhance understanding from a visual standpoint as well. Touchpoints Entry


AMEX SBS Insurance Cross-Sell Program “Focus on Risk”: AMEX SBS Insurance Cross-Sell Program 'Focus on Risk' Touchpoints Entry Brochure


AMEX SBS Insurance Cross-Sell Program “Focus on Risk”: AMEX SBS Insurance Cross-Sell Program 'Focus on Risk' Touchpoints Entry


Client, and title of piece or campaign: Client, and title of piece or campaign Results: As of March 17, 2005, our program had achieved a response rate of 7.25%, which is excellent for a direct mail package in Japan. Although the response rate is lower than our ambitious goal of 10%, American Express was very pleased with the result. Given the challenges we faced and considering that 30% of our prospects had already received several American Express mailings of a similar nature, 7.25% is an excellent response rate. Touchpoints Entry


Title: AMEX SBS Insurance Cross-Sell Program “Focus on Risk” Office: OgilvyOne Worldwide ( Tokyo, Japan )    Creative Director(s): Takamitsu Kamakura  Art Director(s):  Yoshinori Hiraide     Copywriter(s):  Jun Nozawa Client / Brand: American Express Financial Service    Industry Sector: Financial    Media: Direct MailTouchpoints Entry #: (to be completed by administrators): Title: AMEX SBS Insurance Cross-Sell Program 'Focus on Risk' Office: OgilvyOne Worldwide ( Tokyo, Japan )     Creative Director(s): Takamitsu Kamakura   Art Director(s):  Yoshinori Hiraide      Copywriter(s):  Jun Nozawa Client / Brand: American Express Financial Service     Industry Sector: Financial     Media: Direct Mail Touchpoints Entry #: (to be completed by administrators) Touchpoints Entry