American Express 美国运通 创意DM：Once in a blue moon

文/VIVI

类似中国的闰月，在西方，每隔两三年多出来的那第13个满月，就叫做blue moon。

《牛津英语词典》中的谚语：If they say the moon is blue, we must believe it is true.(如果有人说月亮是蓝色的，我们就必须相信那是真的。)可见，blue moon在英语里暗示了一种明显的荒诞不经之事。

until a blue moon 绝不可能

once in a blue moon 偶尔、罕见

对于金卡客户而言，American Express这次提供的白金卡年费限时半价优惠（900→450），无疑也是非常罕见（once in a blue moon）且具有吸引力的。

为了呼应blue moon的双关，广告公司特意说服客户，把这个DM发放时间从原定的2010年三月中旬安排到三月底——真正的blue moon出现之时。

这个创意也许算不上bigidea，但它提醒我们，对民俗、文化多一点了解，能让创意多一些生根发芽的所在。

“There must be a blue moon tonight. The Platinum Card. With an introductory offer you’ll rarely see – just $450 for your first year.”

American Express wanted to inform their Gold Card customers of a very rare offer. Their prestigious Platinum Card was $450 for a limited time, instead of the usual $900 annual fee. Offers this good only come around once in a blue moon, so we decided to use that as the creative idea. The box including a mock card, was originally due to lodge mid-March but we talked the client into waiting a while so we could mail it to coincide with the actual blue moon at the end of March 2010.

Advertising Agency: OgilvyOne, Sydney, Australia
Creative Director: Matt Andrews
Art Director: Brenton Bleechmore
Copywriter: Jon Tompkin
Illustrator: Brenton Bleechmore
Published: March 2010