O3 capital american express card
Client
O3 capital
Industry
FINANCE
Year
2024
The Brief
O3 Capital is looking to recruit new users for its new range of O3/Amex Prepaid and Credit Cards (Business Gold Card) The agency’s task was to develop a BTL-led strategy to Create Awareness about the O3/Amex Cards, drive engagement, trial, conversion and Usage
Our process
1. PRODUCT CLARITY
We simplified the card range into clear communication territories.
Each card needed its own role:
Green: everyday entry point
Gold: lifestyle and personal value
Gold Business: business payment support
Platinum: premium positioning
This made the product suite easier for the market to understand.
2. AWARENESS TO USAGE JOURNEY
The campaign was structured around five customer movement stages:
Awareness
Engagement
Trial
Conversion
Usage
This ensured the campaign did not stop at visibility. It was designed to move customers toward action.
results
Landmarks helped O3 Capital move the O3/Amex card launch from a product announcement into a structured customer acquisition campaign.
The campaign created value in the following ways:
- Developed an integrated launch plan for four card products.
- Built a BTL-led route to support market education and customer conversion.
- Connected four campaign channels into one communication system.
- Structured the campaign around five measurable customer actions.
- Helped simplify complex card offerings into clear audience-led messages.
- Created a campaign framework that could support product awareness, trial, conversion, and usage.
Numbers
| Metric | Result |
|---|---|
| Card products covered | 4 |
| Launch communication plan | 1 |
| BTL market storm strategy | 1 |
| Core campaign channels | 4 |
| Customer journey stages | 5 |
| Target product groups | Personal, Business, Premium |
| Main campaign goal | Awareness to usage |
| Sector | Regulated financial services |
| Campaign assets developed | 25+ |
| OOH formats proposed or deployed | 3+ |
| Radio scripts or spots developed | 2–3 |
| Activation touchpoints planned | 5+ |
| Audience segments mapped | 4 |
| Product education messages | 10+ |
| Campaign phases | 3 |
| Core conversion goals | 5 |
Our Final thoughts
The O3 Capital / American Express Card Launch Communication Plan demonstrates Landmark’s ability to develop clear, structured, and multi-channel communication for a trust-driven organization. The project shows our capacity to translate complex service offerings into simple public-facing messages, build awareness, support adoption, and create measurable communication pathways from visibility to customer action.
