Amex Releases Red Cards for AIDS Campaign
Jeremy Gutsche — January 31, 2006 — Marketing
References: washingtonpost & money.cnn
A New American Express credit card is bright red and sexy. The Sexy Amex RED card provides 1% of all proceeds go towards fighting AIDS. This isn't the first product (red) products, but it is the most financial, and based on that, I would hope that these might have more of a potential to make an impact.
U2's Bono noted, “This is really sexy to me. It is sexy to want to change the world,†said Irish singer Bono, holding aloft a new Amex 'Red Card' whose reverse side carries the statement: “This card is designed to eliminate HIV in Africa.â€
U2's Bono noted, “This is really sexy to me. It is sexy to want to change the world,†said Irish singer Bono, holding aloft a new Amex 'Red Card' whose reverse side carries the statement: “This card is designed to eliminate HIV in Africa.â€
Trend Themes
1. AIDS Awareness - The use of credit cards with proceeds going towards fighting AIDS is a trend promoting awareness and support for the cause.
2. Product (red) Collaboration - The creation of financial products, such as credit cards, in collaboration with (Red) to address societal issues is a trend that offers disruptive innovation opportunities.
3. Socially Responsible Spending - The trend of consumers choosing credit cards that support social causes, like fighting AIDS, reflects a growing demand for socially responsible spending options.
Industry Implications
1. Financial Services - Financial institutions can partner with organizations like (Red) to create credit cards that align with social causes, disrupting the traditional credit card market.
2. Non-profit Organizations - Non-profit organizations working towards AIDS eradication can collaborate with credit card companies to create awareness and generate funding for their cause.
3. Social Impact Marketing - Marketing agencies can leverage the trend of credit cards supporting social causes, like AIDS, to help brands create impactful campaigns that resonate with socially conscious consumers.
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