Client Work
American Express Middle East Relaunch
Objectives
- ‘Re-launch’ American Express in the region
- Ensure products are perceived as ‘front of wallet’ and ‘daily relevant’
- Highlight security, reliability and benefits associated with AEMX cards
- Support company’s ongoing acquisition of customers and merchant partners
Strategy
- Developed new messaging
- Generated awareness of AEME products & rewards programmes
- CEO Positioning
- Told the AMEX corporate story
- Issues-led PR campaign, e.g. responsible lending
- Launched CSR programme
- Awards programme to gain third party endorsement
Results
- 160 pieces of coverage in first six months of campaign, equating to a total perceived editorial value of US$1,424,206