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American Express campaign exemplifies its omnipresence

By M4G Bureau - August 02, 2018

The OOH campaign reinforces American Express’ positioning at the intersection of people’s business & lifestyle

American Express, recently, launched its new 360° brand marketing campaign in India called “Powerful Backing of American Express: Don’t Live Life / Don’t Do Business Without It”. The campaign has been designed to reflect new-age highly-integrated lifestyles and how American Express supports its customers, enabling them to thrive in life and in business. The OOH leg of the campaign has been spotted on airport media in the metro cities like Delhi and Mumbai, as well as conventional formats. The campaign has been designed to meet people in places where life and business intersect, both online and offline. Whether travelling, going to work, heading out to have fun, engaging with digital content or connecting on social media, Indians will be continuously reminded – American Express is with them.

Speaking about the launch, Manoj Adlakha, CEO – American Express Banking Corp., India, said, “This is the first time we’re introducing a campaign that speaks to all of the customer segments we serve, with a single, overarching message: American Express has your back, in life and in work. Relationships are core to who we are. Since our inception, we’ve put our customers at the centre of everything we do. The campaign reinforces the enduring relationships we have with our customers and how we support them in ways big and small.”

Elaborating on the insights that powered the global brand strategy, Manoj added, “The way people work and live has transformed – there is greater interconnectedness in both personal and work life, as well as real and virtual interactions. This blended, hybrid lifestyle is the new norm across the world - India is no exception. The new brand platform is a response to the fact that our customers are living diverse and layered lives. Our new campaign focuses on the powerful backing that we provide our customers and partners, enabling them to navigate this blended lifestyle.”

Sharing details on how the global campaign was adapted for Indian audiences, Manoj added, “Our local agency partners at Ogilvy and Mindshare have been instrumental in trans-creating the global campaign to make it relevant for Indian market. They have successfully integrated nuances that our customers and prospects can relate to. We are confident that this approach will resonate with our audience.”

Ruchi Mathur, Sr. Vice President – North & East India at Mindshare said, “For today’s audiences with hybrid lives and complex paths to purchase, we leveraged relevant media & data intelligence to decode the mindset, media consumption behaviour and connected journeys to deliver the communication to each audience segment, in the right context through the right medium. Basis these findings, we developed an integrated brand and demand focused media strategy that will keep the audiences engaged throughout the brand funnel, finally leading them towards becoming American Express members.”


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