American Express has launched a new service called Pay It Plan It, giving 18 million US credit card members new options for paying for purchases—from splitting them up over a few months to purchasing their morning coffee.
Pay It Plan It leverages millennial card members’ insights to deliver an entertaining approach to the campaign, informed by data since a soft-launch last year.
Tina Fey, longtime face and friend of the brand, shows how it works in a real-life shopping experience—buying a mattress.
We love humor in advertising, and Tina Fey always delivers. And, we are definitely on board with automatic bed-assisted sit ups! That’s our kind of exercise! https://t.co/9PJ5QS5y13
— Group 7even (@Group7even) October 22, 2018
The Pay It option enables card members to reduce their balance by selecting smaller purchases and paying that amount as soon as it is posted on their account.
Plan It option gives card members the opportunity to set up monthly payment plans for purchases over $100 with a fixed monthly fee and no interest charges.
In addition to social, mobile and OTT platforms for this campaign, American Express is investing heavily in FOX, NBC, ABC, CBS, AMC, Comedy Central, HGTV, Food Network and ESPN.
In April, American Express launched a brand refresh with a new campaign and two new taglines, “Don’t Live Life Without It” and “Don’t Do Business Without It.”
Over the past few years, Fey has appeared in a number of American Express campaigns in the past bringing her independent spirit and humor to the work.