Adeline Chu

"We want to communicate the benefits and value of the Membership Rewards programme with the American Express Corporate Card, hence encouraging customers to sign up for Membership Rewards," said Adeline Chu, Senior Marketing Manager, American Express.

The 141-created DM featured a translucent sleeve that recipients could pull the mailer out from, with the piece proper highlighting the benefits of the programme in a ‘spiral string' format.Within the creative was an enrollment form to drive customers to sign up.

"The creative messaging focused on the benefits of the programme, incorporating phrases such as ‘I get so much more with AmEx' and ‘I want to start accumulating my Membership Rewards points as soon as possible'," said Chu.