VIDSY + AMERICAN EXPRESS
BA BUSINESS CARD
The Goal
Drive small business owners to apply for a British Airways American Express® Accelerating Business Card 💳
Person 💼
Who we are targeting with the conversion assets:
Small business owners.
Inherently savvy and want to maximise travel opportunities, for the business and personal life.
Expect value and seek the best rewards.
Looking for payment flexibility to help with the businesses cashflow.
Often miss out on the kind of travel perks their corporate counterparts get to enjoy.
Product 💸
What we are selling to them and why our Person should about the BA Business card:
A smart choice for small business owners - take your business further.
Accelerated earn rate of rewards for both your business (On Business Points) and yourself (Avios) on purchases that you’re already making.
Your next business trip or family holiday could be closer than you think.
Ideal for managing your cashflow.
Placement 📱
We position the value proposition to reflect why users are on these platforms, to capitalise on their mindset.
Facebook and Instagram: here for enjoyment, so grab attention with compelling rewards/lifestyle messaging.
LinkedIn: they’re here to better themselves and their business, so lead with proof points that will elevate their business.Targeting In-feed we wanted to make sure we tapped into platform and DR best practices.
BUSINESS FOR PLEASURE (Facebook & Instagram)
Focussing on the key lifestyle benefits to encourage small business owners to apply for the card by enticing them with what they can get with their accelerated reward points.
Playful, colourful and informal in tone. Key messaging focuses on the key proof points, landed quickly, with complimentary visuals.
WORK / LIFE BALANCE (LinkedIn)
Communicating key business benefits that can lead to accelerated rewards - showing that the British Airways American Express® Accelerating Business Card can help balance career ambition with personal life.
Using imagery and copy more tailored towards the functional business owner we frame the card’s offering with exactly how it can help them - showing what points can actually translate to.
Selection & Next Steps:
Across the bank we have 21 assets, from which you can select your 12.
➡️ 3 x FB / IG In-Feed Carousels
➡️ 3 x FB / IG Stories Carousels
➡️ 3 x FB / IG Stories
➡️ 3 x LinkedinFollowing selection, you have two rounds of feedback to capture any required changes, such as branding tweaks or copy edits. Please ensure this is consolidated feedback with internal stakeholders.
Once we have sign-off on the 12 assets, we’ll move forward with reformatting:
➡️ 3 x FB / IG Stories videos, formats into In-Feed videos.