American Express launches Red Card with digital campaign

LONDON - American Express is using the internet to launch a new type of credit card, designed to raise funds for charity.

The brand has been joined by Converse, Gap and Giorgio Armani to back Product Red, an initiative launched by rock star Bono with Bobby Shrivner, chairman of Aids charity DATA, to raise cash for a global fund.

For every pound spent by customers on American Express Red, the brand will donate a minimum of one per cent. It will launch in the UK in March.

Users can sign up on a pre-registration site, which will relaunch to give information on the card once it is available. An awareness and acquisition drive using rich media across a variety of formats and partnerships will drive registrations.

Creative was by Poke, with media planning and buying through mOne.

Katherine Whitton, head of UK consumer cards at American Express, said: "As this is a new type business model, we are looking to target people we believe will be interested in the product and have them ask for it, rather than a mass-mailing."

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