Amex

July 2011

Key Campaign information

Environment/Panels Key Campaign Objectives

Other Media

161 panels across 16 malls

161 panels across 16 malls

•Reposition American Express as a card that can be used for large and small purchases on a regular basis

•Encourage customers to use their card more frequently

•Encourage customers to recommend American Express

Affluent & upmarket mall audience perfectly suited to American Express

82% 57%

+102%+82%

ABC1 adults AB adults

Higher personal income Director Positions

Source: TGI 2011 & Touchpoints 3 2011 American Express Card Owners

Mall Environment Key For Targeting this Audience

3%

6% 3% 3% 2%Radio Press TVMalls

UK Population

Source: TGI 2011 (Heavy to Medium Radio / TV & Press)

Activity achieved cut through amongst AmEx Customers

All Respondents

Recalled Ads on visit Ever Recalled AdRecalled Ads on

previous visit

American Express Customers

11% 14%

13%

22%

17% 27%

+18% +21% +23%

Source: Holden Pearmain American Express Research 2011

19% 6%

Neither Agree Nor DisagreeDisagree

22% 16%

-14% -63%

“American Express is a card I can use on low cost items”

Mall campaign strengthened perceptions of the brand amongst AmEx customers

Poster Recognisers

NON Poster Recognisers

Source: Holden Pearmain American Express Research 2011“How much do you agree or disagree with the following statements about the American Express credit card?

67%+10%

Agree

61%

Poster activity also drove usage intent in line with key objectives

29% 25%

38%

More likely to use AmEx card more frequently…

Source: Holden Pearmain American Express Research 2011

+74%

“Having seen these adverts for American Express, please tell us which one of the following statements, if any, best applies to you?”

All NON Poster Recognisers

Poster Recognisers

Summary

• Mall environment key for targeting key affluent audience

• The campaign delivered on all key metrics, most notably;

• Increasing understanding the card can be used on low cost items

• Increasing the likelihood that customers would use their card more frequently

Want to find out more?

Contact the JC Decaux research team to find out how the campaign performed across other metrics