Amex linked rewards to audience passions, increasing consideration and acquisitions while reducing costs.
This campaign’s main objectives were to increase brand consideration – particularly among younger consumers and small business owners – and to accelerate customer acquisition whilst making media and creative production budgets more efficient.
Creative of ‘There’s always something more with Amex’ linked Amex rewards to audience passions points, such as sports events or concerts, in a highly relatable tone.
A revamped media strategy aimed to change perceptions at scale and reduce duplication by consolidating messaging at the portfolio level.
Evidence of effectiveness includes pre- and post-campaign uplifts in brand relevance, improved consideration, and a 79% rise in new account acquisitions. Although more creative assets were produced, creative production costs fell by 22%.