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