American Express promotes corporate rewards with origami

To convey the message of turning corporate spending into saving, the campaign in print and online features origami items. The idea was developed by integrated marketing communications agency Cuckoo.

The message is reinforced via direct mail and "dimensional mail", according to Jennifer Berthold, vice president and general manager, global corporate payments at American Express. For example, a customer might receive a tiny Ferrari along with a call to action to request information. The campaign targets existing and new corporate clients.

The CMR programme allows companies to achieve greater savings and benefits on their company expenses by consolidating reward points earned through multiple cards issued to employees into a single company account. Companies can convert the reward points to redemptions such as statement credits and business travel. Every SG$1.6 spent on the card earns the company 1 point.

Singapore is the first market in Asia to launch the CMR, which has launched in six other markets in North America and Europe.

The pre-launch campaign was done mainly through direct mail to existing clients in late December, and it has since experienced a 25 per cent sign-up rate.

“The introduction of the CMR programme demonstrates our commitment to enhance and customise benefits for Singapore businesses," Berthold said. "This programme provides the type of corporate savings and maximum benefits from company spending that our corporate customers have been telling us they want."