AMEX Ascend Singapore 2018 analysis

Ascend.
American Express
Krisflyer Ascend Relaunch
by: MEADOW

Re-launch of the Amex
KrisFlyer Ascend Credit Card
with an emphasis on
leveraging digital
communications.
Goals & Objective
American Express
Company Profile
Goals & Objectives A.
Ascend.

American Express
Business Analysis
Overview A.
Security
Service Confidence and
Trust in BrandWorld Class
Service
Trust
Peace of Mind
Stress free
Assurance
Assurance that
comes with
brand quality
AMEX built over
the years
Prestige
Status
Symbol &
Prestige
USP

American Express
Business Analysis
SWOT Business Anaysis A.
Strength
One of the most valuable
brands in the world
Stellar customer service
Strong branding
Opportunity
Build stretegic
partnerships
Growth in travel
industries
Leveraging on digital
economy
Weakness
Unclear positioning
Not accepted by all
merchants
Digital Economy
Threats
Changes in consumer
behaviour
Cyber fraud
Increase in competition
S W
O T

American Express
Market Overview
Customer Persona A.
Cindy Lin
PMET
Get more from my
credit card spend
Am I getting the
best deal?
I want a high conversion rate from
$ to miles
I don’t want to pay annual fee
Such a hassle to apply for another
credit card
Difficult to track spending
and mileage
Too many credit cards in
wallet
Friends enjoying better benefits
from their credit card reward
program
Friends getting upgrade with
their mileage
Many credit cards
offers and promos
Friends are getting the
rewards and
benefits they want
Think & Feel
Pain Upgrade to business class
for long haul flights with
my mileage
I feel secure with travel
insurance
Gain
Say & Do
Hear
See

American Express
Market Overview
Customer Profile A.
Chris Hartono
ENTREPRENEUR
To be more productive,
and work hard/play hard
Networking and be part
of the new economy
Business Trips
Sharing of ideas on
how change can
benefit various indus-
tries
Time
Family
News channels &
stocks exchange
Business news
and ideas
Business hotels
Airports
Latest news (Entreprenuer.com)
Think & Feel
Pain
Unique travel
experiences
one-of-a-kind
Gain
Say & Do
Hear
See

American Express
Market Overview
Competitor Analysis A.
Promo Landing Page Instagram Facebook
30,000 miles for
$7,000 spend
within 3 months
Great UX/UI
Good use of
images
Bad UX/UI
Unclear information
Welcome offer
Great UX/UI
Easy to navigate
Great UX/UI
Strong Brand Voice
Virtual Assistant
1050 followers
613 engagement
136,929 like
231 engagement
7,826,461 like
167 engagement
176,747 likes
167 engagement
869,462 likes
2.1k engagement
272K followers
17,342 engagement
272K followers
141 engagement
7,783 followers
2274 engagement
48,000 miles for
$20,000 spend
within 3 months
10,000 miles for
$6,000 spend
within 3 months
A chance to a win
SIA Suites tickets
Citi
Premier
Miles
Visa
Amex
KrisFlyer
Ascend
UOB
PRVI
Visa &
Amex
DBS
Altitude

American Express
Digital Marketing Strategy
Sales Funnel A.
Sign up
Word Of Mouth
Referral
Loyalty Programme
Remarketing
Key features and benefits
USP
Awareness
Desire
Action
Interest
Retention
INCREASE AWARENESS
& ENGAGEMENT
CREATE INTEREST
PROVIDING
INFORMATION
CONVERSION
LOYALTY
Branded Contest
#ASCENDWITHAMEX Photo Contest
#ASCENDWITHAMEX Travel Contest

Travel Contest
Photo Contest
Google Search Network
Google Display Network
On Page & Off Page
Word-of-mouth marketing.
Data on current card members,
target the right members to refer
friends.
Tapping into all partners’
customers base to increase
online applications. This
include existing partners
and new partners.
Strategic partnerships for
customers acquisitionsGRAB
Krisflyer
American Express
Digital Media Strategy
Summary A.
App Marketing
Email Marketing
Referral Marketing SEO SEM
Partners
Social Media
DIGITAL
MARKETING
STRATEGY

American Express
Social Media Strategy
Timeline A.
September January
Referrals
Word-of-mouth marketing
DecemberNovember
Creating Conversations
Building Awareness
Engagement
Personal
Interaction
Photo Contest
Travel Contest
Win Airmiles worth
48,000
Winner announced
IG Live
1st October
Win Airmiles worth
350,000
Facebook Live Launch
2nd December
October
Relaunch
Ascend Card
Post-contest
Winner Announcement:
1st Dec
Live Vlog from country
Continue engagement on
Facebook & Instagram
#ASCEND
WITHAMEX A.

American Express
Instagram Photo Contest A.
Instagram
Photography
Contest

American Express
Instagram Photo Contest A.
Goals & Objectives
Create awareness & engagement
How miles are used
Build leads
Photo contest win 48,000 miles points
Encourage user to interact with the Brand
Audience
Male + Female who loves travelling
21 years old >
Strategy & Action
KPIs
10% increase in Engagement
20% increase in Followers

#ASCENDWITHAMEX
#ASCENDWITHAMEX campaign is an integrated
facebook campaign with a focus of creating an
engaged social community to encourage users to
interact with brand and increase brand positioning.
American Express
Travel Video Contest A.

American Express
Goals & Objectives
Create engaged audience &
people to talk about the brand
Audience
Strategy & Action
Travel contest that follows an influencer
traveling to 4 exotic destination using
Ascend card while earning miles
KPIs
40% increase in engagement
40% increase in followers
Male + Female who loves travelling
21 years old >
IF I COULD GO
ANYWHERE IN THE
WORLD
I WOULD GO TO
_______

Winner
Announcement
Facebook Live
Contestant have to submit their
entry through facebook Live
using our campaign frame
Clue airmile answer + most
craziest travel memory
Post-event
Engagement
Real live feed of Vlog of
winners
Post event engagement
5 Series of Videos
1st November
Facebook
Wednesday, 8am
- Humourous
- Sharable
- Fun
- Entertaining
Engagement
To keep contestant watching the
next episode, there will be clues in
each episode.
#ASCEND
WITHAMEX
#ASCEND
WITHAMEX
American Express

#ASCENDMYDREAMS
Winner doing daily vlog of their
adventure in chosen country
1 week
To encourage interest post competition-
And keep the conversation going
Live updates of Roadtrip
Post-
Campaign
Winner Roadtrip
IG Live
American Express

Consumers are spending in-
creasing amount of time on
their mobile devices. Mem-
bers are using mobile apps
to check-in and book their
airport transfers, or book
their next holiday.
Partnership
TripAdvisor
Klook.com
Expedia
SIAGrab
American Express
Partnership
Mobile Marketing A.

Email Marketing
American Express
Partnership
Email Marketing A.
Tapping into all partners’
customers base to increase
online applications. This
include existing partners
and new partners.

American Express
Marketing Budget
Budget Breakdown A.
Strategic Partnership
SEM
Cost
KrisFlyer
Grab
Travel Website
TripAdvisor.com
Klook.com
Exepedia.com
Google Search Network
Google Display Network
Social Media
Facebook
Instagram
-
-
-
-
-
-
40,000
30,000
30,000
$100,000

American Express
Marketing Budget
Attributions A.
Sign Up Cost Cost Per Aquisitions
KrisFlyer Members
Grab
Travel Website Partners
Social Media
SEM
Referral Program
Total Application
3,000
5,000
8,000
2,000
3,000
1,000
22,000
-
-
-
30,000
70,000
-
$100,000
-
-
-
$13.00
$26.67
-
Average CPA: $4.55

#ASCENDWITHAMEX
Ascend your dreams
with AMEX
Primary Logo Secondary Logo
Hashtag
Tagline
Primary font: Baskerville Old Face
Secondary font: Arial
Colour
A.
American Express
Campaign Branding
Ascend With AMEX A.
A. Ascend.

American Express
Campaign Branding
Card Rebranding A.
Ascend. Ascend.

www.ascendwithamex.com
American Express
Website Revamp
Landing Page A.

American Express
Market Overview
Competitor Analysis A.

AMEX Ascend Singapore 2018 analysis

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