Tel Aviv - American Express has launched its Blue Card in Israel in a ground-breaking campaign which combines music video, branded content and Time Out Tel Aviv.
The new card, aimed at young professionals, had to overcome common perceptions of the American Express brand that it is for older, wealthier people, so inaccessible to them.
To promote it, BBR Saatchi & Saatchi got the aptly named Israeli pop group The Young Professionals involved. The group is highly popular among the Blue Card's target audience, headed by local superstar Ivri Lider. They recorded a special music video for American Express Blue, while American Express Israel promoted The Young Professionals Project - a nourishing environment for young business talents - and chose to focus and guide nine young professionals for a year, providing them with diverse and valuable professional guidance as well as a variety of tools and offers that will help bring them to their full potential.
The launch also included a party and performance by The Young Professionals, a dedicated page on the popular Israeli entertainment website Mako, and an American Express Blue branded edition of Time Out Tel Aviv, profiling the chosen young professionals.
BBR Saatchi & Saatchi CEO Yossi Lubaton said, "We are privileged to have had the opportunity to work with such an open-minded brand, who allowed us to move away from traditional credit card advertising and make this global financial superbrand accessible to a new generation of cardmembers in Israel."
The video can be found on YouTube at: http://www.youtube.com/watch?v=uHZo6c0Fvgg&feature=g-all-lik
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