Celebrated the return of Wimbledon.
Helped position AMEX in South Korea to boost brand consideration.
Developed positioning and a messaging architecture for the Amex-Air France co-brand B2B portfolio.
WIMBLEDON IS ON WITH AMEX
This campaign was an out-and-out celebration of the fact that Wimbledon is on this year.
While the snake of people and tents in Wimbledon Park - would not be visible this year, Amex membership will elevate the experience for Cardmembers whether they’re court-side or on the sofa. The campaign highlights the unforgettable experience offered by Amex including exclusive Cardmember benefits on-site and a brand new augmented reality mobile game Champion’s Rally starring Andy Murray.
POSITIONING AMEX IN SOUTH KOREA TO BOOST BRAND CONSIDERATION
Stuck in a ‘features’ race against low/no fee alternatives, in a market commoditised by multiple network partners, we needed to justify Amex’s premium pricing. We did this by elevating the conversation beyond the product features by defining a role in people’s lives above beyond Amex’s key differentiator – global travel – which is less relevant in a COVID-19 world.
Our Strategy
We uncovered that young Koreans are an ambitious and individualistic group who want to feel that they know how to make smarter choices. Those in the know understand that a life well-lived comes from maximizing the experiences and moments that they’re most passionate about. Amex stands for freedom and flexibility in a complex and conditional market. Leveraging the young Korean mindset we positioned Amex as a brand that backs them to get more out of life. A brand that understands that true value does not come from small discounts and perks, so backs you with things you truly need to live life forward.
DEFINING AN ASPIRATIONAL VISION FOR THE AMERICAN EXPRESS AIR FRANCE B2B PORTFOLIO THAT OUTLASTS FEATURES
Through a series of collaborative workshops with the clients, we positioned the American Express Air France business card as the card that maximises your business potential and takes your business to the next place in its journey.
A card that is not just great for travel, it is a card that is great for everyday business.