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Amex summary

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Amex July 2011
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Page 1: Amex summary

Amex

July 2011

Page 2: Amex summary

Key Campaign information

Environment/Panels Key Campaign Objectives

Other Media

161 panels across 16 malls

161 panels across 16 malls

•Reposition American Express as a card that can be used for large and small purchases on a regular basis

•Encourage customers to use their card more frequently

•Encourage customers to recommend American Express

Page 3: Amex summary

Affluent & upmarket mall audience perfectly suited to American Express

82% 57%

+102%+82%

ABC1 adults AB adults

Higher personal income Director Positions

Source: TGI 2011 & Touchpoints 3 2011 American Express Card Owners

Page 4: Amex summary

Mall Environment Key For Targeting this Audience

3%

6% 3% 3% 2%Radio Press TVMalls

UK Population

Source: TGI 2011 (Heavy to Medium Radio / TV & Press)

Page 5: Amex summary

Activity achieved cut through amongst AmEx Customers

All Respondents

Recalled Ads on visit Ever Recalled AdRecalled Ads on

previous visit

American Express Customers

11% 14%

13%

22%

17% 27%

+18% +21% +23%

Source: Holden Pearmain American Express Research 2011

Page 6: Amex summary

19% 6%

Neither Agree Nor DisagreeDisagree

22% 16%

-14% -63%

“American Express is a card I can use on low cost items”

Mall campaign strengthened perceptions of the brand amongst AmEx customers

Poster Recognisers

NON Poster Recognisers

Source: Holden Pearmain American Express Research 2011“How much do you agree or disagree with the following statements about the American Express credit card?

67%+10%

Agree

61%

Page 7: Amex summary

Poster activity also drove usage intent in line with key objectives

29% 25%

38%

More likely to use AmEx card more frequently…

Source: Holden Pearmain American Express Research 2011

+74%

“Having seen these adverts for American Express, please tell us which one of the following statements, if any, best applies to you?”

All NON Poster Recognisers

Poster Recognisers

Page 8: Amex summary

Summary

• Mall environment key for targeting key affluent audience

• The campaign delivered on all key metrics, most notably;

• Increasing understanding the card can be used on low cost items

• Increasing the likelihood that customers would use their card more frequently

Page 9: Amex summary

Want to find out more?

Contact the JC Decaux research team to find out how the campaign performed across other metrics


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