As we work on our final projects and “big ideas” for CMGT 541, I wanted to share a recent “big idea”/ integrated marketing campaign that was introduced by American Express this week titled “Powerful backing: don’t live life without it”. Through the use of social media, outdoor advertising, TV commercials, digital ads and more, American Express aims to keep up with its evolving consumer, those who live blended lives, by sharing the brands messaging that life and business are truly interconnected and American Express has your back through both. Through traditional and digital media executions, American Express highlights its role in helping customers facilitate this new reality of work-life integration.
American Express commissioned a global study that shows 57 percent of people live blended lives between work and personal life. The study also indicates that people believe they can achieve more through work-life integration. This integrated marketing campaign also positions American Express as a company that serves consumers in their different life and business stages by highlighting the many ways in which it helps entrepreneurs, Fortune 500 companies, and start-ups to helping parents, newlyweds, travelers, athletes, etc. while also featuring the diverse services that American Express offers its customers.
In order to strategically meet consumers at the cross-section of personal and business life, the new ads by American Express will run across mobile channels, in more than 20 different podcasts, via streaming-TV services like Hulu and on broadcast television.
https://www.youtube.com/watch?v=jzbUDcjZJf4
The campaign will leverage outdoor advertising spaces such as digital billboards in metropolitan locations like New York, Los Angeles, Chicago and San Francisco and “back” local artists by inviting them to recreate their work on large-scale outdoor spaces American Express will also run ads on taxi tops that change content based on the neighborhoods the taxis are driving through.
What are your thoughts on the integrated marketing campaign by American Express? Do you think it will be successful and that the executions will target the brands evolving consumer – people who live blended lives?
References
Business Insider. (2018, April 9). New Global Brand Platform Shows How American Express Has Customers’ Backs in Life and Business. Retrieved from: http://markets.businessinsider.com/news/stocks/new-global-brand-platform-shows-how-american-express-has-customers-backs-in-life-and-business-1020940165
Liffreing, S. (2018, April 10). American Express will use ad targeting on NYC taxis. Retrieved from: https://digiday.com/marketing/american-express-will-use-ad-targeting-nyc-taxis/
McAteer, O. (2018, April 9). American Express campaign aims to unite consumer, business segments. Retrieved from: https://www.campaignlive.com/article/american-express-campaign-aims-unite-consumer-business-segments/1461441#LW5kWd5b1yJhTXqX.99
Richards, K. (2018, April 9). American Express’ New Branding Targets People Whose Work and Personal Lives Are Intertwined. Retrieved from: http://www.adweek.com/brand-marketing/american-express-new-branding-targets-people-whose-work-and-personal-lives-are-intertwined/
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