Get There with AMEX
American Express
Role: Account + Strategic Support
Awards: 2023 ANA IN-HOUSE EXCELLENCE AWARD, Out-of-Home
American Express (NYSE: AXP) has joined forces with North America’s largest public transportation agency, New York’s Metropolitan Transportation Authority (MTA), to bring contactless payments to transit riders in New York City. American Express believes contactless payment capabilities can foster a more efficient and user-friendly payment experience for its Card Members.
Background
Task
Make sure all cardholders are aware that they can now tap to pay with Amex
Audience
Metropolitan Amex cardholders who use the subway regularly
Problem
There are several methods New Yorkers can use to pay for the subway and typically, you use the same method each time. How do we make cardholders aware that of this new method?
Insight
New Yorkers use the subway to reach the corners of their lives where they’re more familiar with using AMEX
Advantage
American Express has a long history of offering and enabling contactless payments around the world.
Strategy
Capture real New Yorkers riding the subway to relatable moments across the boroughs and showcases how tapping with Amex makes it all possible.
Results
515,476,877 impressions
6% increase in brand consideration (YoY)
4% increase in brand association (YoY)
3% increase in likelihood to use Amex contactless to pay for transit (YoY)
52% average ad recall, 10 points above the industry average
The Creative
10 unique design concepts | 24 on-site photos | 59 MTA stations across NYC | 400+ placements
