2. Key Campaign information
Environment/Panels Key Campaign Objectives
161 panels •Reposition American Express as a
across 16 card that can be used for large and
malls small purchases on a regular basis
•Encourage customers to use their
card more frequently
Other Media
•Encourage customers to recommend
American Express
161 panels
across 16
malls
3. Affluent & upmarket mall audience perfectly
suited to American Express
82%
ABC1 adults
57%
AB adults
+82% +102%
Higher personal
income Director Positions
Source: TGI 2011 & Touchpoints 3 2011 American Express Card Owners
4. Mall Environment Key For Targeting this Audience
3% UK Population
6% 3% 3% 2%
Malls Radio Press TV
Source: TGI 2011 (Heavy to Medium Radio / TV & Press)
5. Activity achieved cut through amongst AmEx
Customers
Recalled Ads on Recalled Ads on
Ever Recalled Ad
visit previous visit
All Respondents 11% 14% 22%
American Express
Customers 13% 17% 27%
+18% +21% +23%
Source: Holden Pearmain American Express Research 2011
6. Mall campaign strengthened perceptions of the brand
amongst AmEx customers
“American Express is a card I can use on low cost items”
Disagree
Neither Agree
Nor Disagree
Agree
NON Poster
Recognisers 22% 16% 61%
19% 6% 67%
Poster
Recognisers
-14% -63%
+10%
“How much do you agree or disagree with the following statements about the American Express credit card?
Source: Holden Pearmain American Express Research 2011
7. Poster activity also drove usage intent in line with key
objectives
More likely to use AmEx card more frequently… +74%
38%
29% 25%
All NON Poster Poster
Recognisers Recognisers
“Having seen these adverts for American Express, please tell us which one of the following statements, if any, best applies to you?”
Source: Holden Pearmain American Express Research 2011
8. 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
9. Want to find out more?
Contact the JC Decaux research
team to find out how the campaign
performed across other metrics
