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An American Express promotion in the Netherlands uses foldout magazine pages to show the effects of the extra card program. The kinetic ads transform after you fold the magazine pages out. When folded, the ad looks like two people holding a single American Express card. However, as soon as you pull the pages, the single card transforms into two cards. After the expansion, the ad informs readers about the free membership rewards points that you get for receiving an extra American Express Card.
The interactive magazine ads were designed and implemented by ad agency Ogilvy & Mather. Ogilvy aimed to target those in the Dutch market while encouraging them to get extra cards added to their accounts. The ads appeared in magazines where surprised readers were able to play with the ingenious promotion.