Challenge

With digital banks like Revolut and Mozo changing the market, Amex’s Corporate Card Management platform @ Work was loosing its cutting edge. This affected the brand perception, with Amex now being seen as corporate, a bit dull and falling behind the curve. New tools and features were developed to fill the tech gap, our task was to use these to change brand perception in the B2B world to ‘innovative in FinTech’.

INSIGHT

We weren’t just talking to one audience. Both C-suite decision-makers and hands-on users of Amex’s @ Work platform, played a key role, but had very different needs. We needed an idea that could bring consistency across both audiences, while being able to flex to resonate with each group.

SOLUTION

Smart and Easy, a concept based on the newly launched tools and features, gave us a clear narrative that allowed us to speak to both audiences with tailored emphasis.

• For CMOs and senior decision-makers, the focus was on smart: highlighting improved insights, advanced controls, and stronger security.

  For Program Administrators (PAs), the hands-on users of the software, we leaned into easy, showing how the updated tools simplified workflows, saved time, and reduced hassle.
  

  SUPER smart, SUPER Easy

  This concept, based on the newly launched tools and features, gave us a singular narrative that allowed us to speak to both audiences with tailored messaging.

  To reach a key part pf ur audience, our time poor PAs, we developed Amex’s first studio based webinar series, using a TV talkshow format. This new way to connect with their audience proved to be highly successful.

  The results? Exceeding engagement and conversion benchmarks across EMEA, and now rolling out across the US and APAC.