amex summary
TRANSCRIPT
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