American Express's coverage gap issue involves the perception between where individuals think the American Express Card is accepted and where it is actually accepted. Improving this so called 'Perception of Coverage' was the primary goal for this campaign. Because of the divided base (proprietary and Flying Blue cardholders) the game was designed and build in two different variations.

Following up on the earlier 'awareness' and 'spend stimulation' campaigns we choose to create an interactive and engaging game to get our message across. Reward points and miles where used as an extra incentive to play. We used over 90 of American Express's top merchants in the Netherlands and divided them into 6 categories to create a clear overview of the richness of coverage. In every category the user had to pick his personal favorite.

The six favorites where then used to create a dice with a logo on every side. With these personalized dice the game 'Best Of 5' is played. Best of 5 is based on 'Yahtzee' and object of the game is to win points by rolling five dice to make certain combinations. The dice can be rolled up to three times to try to make one of the possible winning combinations.

Besides a better perception of the cards coverage with the cardholders, American Express enriched their client database with valuable data of personal favorite merchants in six different categories. This data will be used in upcoming campaigns and personalized offers.