Campaign details
Brand: American ExpressLead agency: DigitasMarket: US
Market background and context
Two groups of Amex stakeholders needed support
- American Express cardholders enjoyed a huge perk, as they enjoy additional savings when making purchases from companies within the financial brand’s OPEN network.
- However, in 2010, the aftereffects of the 2008/09 financial crisis meant cardholder spending was still depressed, as consumers looked for value, but also embraced brands with meaning.
- Both of these stakeholder groups thus needed support from the brand.
“Small Business Saturday” makes an impact
- The brand’s “Small Business Saturday” campaign in 2010 –...