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Client Brief
Media Objective
Get a culturally diverse audience to think of AMEX as their go-to brand
Audience
Gen Z and Millennials
Flight
August - December
Budget
USD $59MM
Analyze it
Background
Team Credentials
IPG Residency Summer 2023, Sixsense Team
Established in 1850, American Express (AMEX) quickly became synonymous with prestige, catering to discerning customers globally through its charge cards, credit cards, and traveler's checks. With a focus on serving affluent clientele, the company has maintained its elite status by offering premium financial services and forging strategic partnerships. Leveraging technological innovations and a commitment to corporate responsibility, American Express continues to uphold its reputation for excellence in the financial services industry.
AMEX is facing challenges in maintaining its relevance among younger and culturally diverse audiences due to its high-end reputation; how can we help this audience to consider AMEX as their #1 option?
Research
Lack of financial literacy from consumers
Both millennials and Gen Z are turning to their peers for financial advice.
Most used FI in the US: Chase, BoFA, Wells Fargo, Citibank, USbank
Millennials and Gen Zs are set to become the most important customer group for most banks.
Younger generations are most likely to consider banking with a non-traditional player. ie. Amazon, Paypal.
Consumers consider it important for their FI to provide financial advice on how to reach their goals.
68%
Gen Z and Millennials, who make up the majority of the workforce, have a different perspective on banking than previous generations.
Gen Z has a deep desire to understand money better. Initiatives that simplify money management, investing, and banking resonate with them.
Sources
Yahoo Finance Summer Report. 2023
The Banking Experience Report, Mintel, 2023
Modern Banking Experiences for Gen Z & Millennials, 2023
Connect it
Audience
(Sample Size: 3,309 US travelers A18-35)
Buying Targets
68.6 M Gen Z individuals
72.24M Millennials individuals
Trendy Travelers
Urban professionals who prioritize sustainable, off-the-beaten-path travel, relying on online platforms and prioritizing community support over crowded tourist spots.
Experience Seekers
Adventurous individuals who embrace a vibrant lifestyle, influenced by content creators and music artists to stay updated on thrilling experiences and events.
Money Minded
Financially savvy individuals balancing savings for the future with enjoying life's experiences. They value both travel and home-based entertainment while staying mindful of their finances.
71%
61%
Summer is the best time to check off bucket list items.
Would rather treat themselves to a special experience over a material possession (32%)
Likely to use a "travel hack" to save money when booking trips over the next six months.
85%
75%
Plan on spending more or the same on travel over the next six months as compared to the prior six months
95%
Have financial goals for the next six months.
Focus on their financials to secure a better future
49%
Sources
AMEX Trended Summer Spotlight. 2023
MRI Simmons
The Idea
Audience Insight
Trendy Travelers, Experience Seekers, and the Money Minded want to spend on experiences and enjoy the present, but are also saving for the future and setting financial goals.
Comms Strategy
Attract our audience to view AMEX the bank option for now, rather than later by helping them to see themselves in the brand.
Media Strategy
Capitalize on the audience individuality, meet them where they are and show them how AMEX can help them grow further.
Execute it
Launching the #IAmEx Campaign
OOH
Gen Z and Millennials are the highest indexing groups in out-of-home advertising
Partnering with Colossal, Community murals will be placed in cities that have a high Millennial & Gen Z population as well as a high percentage of Black, Hispanic, and LGBTQIA+ populations.
Sources
Here's Why OOH Reaches Millennials & Gen Z More Than Any Other Media, 2020.
OOH a powerful tool for reaching Gen Z & Millennials, 2021
US Annual Community Survey, 2021
Los Angeles, CA
Atlanta, GA
NYC,NY
Chicago, IL
Social & Streaming
94%
of Millennials & Gen Z have used social media in the last 30 days
94%
of Millennials & Gen Z have used streaming in the last 30 days
Sources
MRI Simmons, 2023
of Millennials & Gen Z have used these platforms in the last 30 days
As our audience shares who they are through the #IAmEx campaign, we will show them that they have a place in Amex.
Aug 14 -Dec 31
Members Week
Five days of curated experiences and offers that Amex card members enjoy.
Amex partners with a range of entertainers and brands to prove that Amex is the card for now and not later!
Sep 10 - Oct 15
December Deals
A month's worth of new deals every week. From shopping & retail to entertainment to travel and finishing up with a giveaway, these four weeks give cardholders the opportunity to redeem points and experience the power their cards hold like never before.
Nov 1 - Dec 31
Media Recomendations & Investment
Out-of-home
Format: Guerilla Community Mural
Budget: $12.98MM
Creating awareness of AMEX among a diverse and cultural audience in a different way that is not invasive generates interest and drives engagement.
Custom Partnerships
Format: Short videos
Budget: $10.62MM
Partner with relatable influencers across different platforms that promote travel, food, and entertainment to help spread awareness of the benefits and opportunities that AMEX offers.
Paid Social
Format: FB/IG Feeds, Stories, Ig Explore, Tiktok
Budget: $10.03MM
Meet the audience where they are while they scroll through their social media feeds for content related to banking advice, finances, financial education credit card, and savings.
Digital Display
Format: NYT, LAmag, Chicagomag, Atlmag
Budget: $8.85MM
Generate brand awareness in consumer lifestyle channels the audience already searches for.
Online Video
Format: Netflix, Prime video
Budget: $8.85MM
Use streaming platforms to target consumers when they are consuming content related to financial education.
ie. "How to get Rich", "Money Explained", "Dirt Money", "Startup", "The Ascent of Money"
Paid Search
Format: Programmatic Retargeting & Paid Search
Budget: $7.67
Utilize programmatic tactics to target users with personalized add campaigns who have scanned the QR code, and clicked on the home page or the apply now page. Leverage Keywords to taget people who are searching for travel, entertainment, credit cards and shopping deals.
Media Flowchart
Aug
Sep
Oct
Nov
Dec
Percentage
Impressions
Investment
#IAmEx
Members Week
December Deals
Paid Social
Partnerships
OOH
OLV
Paid Social
OLV
Partnerships
Digital Display
Paid Search
OLV
Paid Social
Digital Display
Paid Search
Partnerships
9.4% 117.5M $940K
9% 100.5M $955K
22% 193M $12.98M
7.8% 19.7M $690K
2.82% 35.2M $282K
3.1% 7.9M $277K
4.5% 50.2M $477K
4.2% 118.9M $371K
3.71% 7.4M $284K
3.9% 9.8M $346K
4.7% 59.2M $474K
10.5% 297.7M $929K
9.27% 18.7M $711K
4.5% 50.2M $477K
Channel
Percentage
Impressions
Investment
OOH
Partnerships
Paid Social
Digital Display
OLV
Paid Search
22% 193.0M $12.98M
18% 150.7M $10.62M
17% 212M $10.03M
15% 416.6M $8.85M
15% 37.5M $8.85M
13% 26.1M $7.67M
TOTAL
100% 1.036,152B $59M
Consumer Journey & Measurement
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