Challenge

Amex had fallen behind with its corporate card offering and support. This impacts brand perception and as a result, corporate card sales. A range of updates will improve the tools, but how do we shift perception?

INSIGHT

While we have two different audiences, we’ll need one single story that can flex to their specific needs.
To drive the perception of innovation, channels selection and execution level are important parts the story.

SOLUTION

A campaign that targeted decision makers, i.e. CMOs, to change perception and drive conversion, and their staff that was hands on with the tools to increase usage within existing clients.
Our message of Smart and Easy allowed us to have one consistent story for both audiences, but with different emphasis to suit both groups. For CMO the focus was on ‘smart’, highlighting insights and security.
While for the hands-on Program Administrators, the message was more around' ‘easy’ and focussed on how the updates help save time, knowing that this was their core pain point.

The campaign delivered well above target and after initial success in EMEA it is now rolled out across the US and APAC markets.