American Express launches new brand campaign

American Express launches new brand campaign

American Express has launched its new 360° brand marketing campaign in India. The campaign called “Powerful Backing of American Express: Don’t Live Life / Don’t Do Business Without It” reflects new-age highly-integrated lifestyles and how American Express supports its customers, enabling them to thrive in life and in business. 

A recent global study* commissioned by American Express showed that more than half of people today are living Hybrid lives, with personal and work life deeply intertwined. The study, conducted in eight markets including India, also revealed that two in three people feel they can achieve more because of this work-life integration.

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The new brand campaign was presented at an event showcasing dual passion-points of Indian millennials – technology and travel. These passion-points power the hybrid lifestyle that has emerged in the Live Life study. The event featured innovative use of technology to transport the attendees into real-life simulation of diverse experiences such as an adrenaline-charged roller-coaster ride, the thrill of sky-diving, watching the Northern Lights and seeing penguins in the glaciers of Antarctica. Members of the public can access these experiences through brand activations in DLF Mall of India (Noida) and Cyber Hub (Gurgaon).

Advertising is featured on a cross-section of platforms with a focus on communications channels that are at the intersection of life and work. These include print, mobile and outdoor platforms, as well as digital and social media. The advertising and marketing elements include a heavy focus on digital content, online video, high-impact out-of-home advertising and social influencer engagement. The campaign is designed to meet people in the 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 has got their back.

With the new brand platform, American Express is drawing on its heritage of service, security and trust and modernizing many elements of its brand iconography, including a modern articulation of a famous tagline, refreshing its Blue Box logo and visual identity and introducing a hand-drawn version of its famous Card design that features its customers at the center.

The work was created by mcgarrybowen, Pentagram, Ogilvy, Mindshare and Digitas. The advertising was directed by renowned director Lance Accord, and the photography was shot by award-winning photographer Matthieu Young.

* Morning Consult, on behalf of American Express, conducted a series of surveys in eight markets (Australia, Canada, Hong Kong, India, Japan, Mexico, the United Kingdom, and the United States) of approximately 2,000 adults from March 3 – 14, 2018. Results from the full survey for adults has a margin of error of +/- 3%. The interviews were conducted online in the market’s primary language. The adult population data were weighted to approximate a target sample of adults based on age, gender, and educational attainment.

** “Hybrid Life” as identified in American Express’ “Live Life” survey is characterized by increasing interconnectedness between work and personal life, as well as real and virtual interactions. It results in deeper work-life integration enabled by technology.

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