American Express: Unstaged

Digitas New York

Advertiser: American Express
Brand: American Express
Country: USA

Objectives

The context

American Express has a long history of delivering Cardmembers premium access to entertainment experiences that reinforce the value of being an American Express 'member'. From early on-sale tickets and preferred seating, to Cardmember-only events, American Express gets Cardmembers behind the velvet rope no matter what their passion: music, film, fashion, theater, golf, tennis and more.

This approach has been successful for American Express. By making Cardmembers feel like VIPs at these events helps foster brand evangelism and inspires non-members to apply for the card (drives customer acquisition). Brand studies and business tracking show a correlation between attending American Express events and increasing card usage among members.