AMERICAN

EXPRESS
Prathamesh Barah
EMBA

INTRODUCTION
About American Express:
American Express Company, also known as AmEx, is an
American multinational financial services corporation
headquartered in Three World Financial Center, Manhattan,
New York City, New York, United States.
Founded in 1850, it is one of the 30 components of the Dow
Jones Industrial Average.
The company is best known for its credit card, charge card,
and traveler's cheque businesses.
Amex cards account for approximately 24% of the total
dollar volume of credit card transactions in the US.

Vision:

Their vision is to ensure their customers receive massive

rewards in life.
Not only do they move towards their goal of being a
flying partner of customers but also a life-ensuring
partner.
Mission:

Offer superior value propositions to all customers.

Operate with best-in-class economics.

Support the American Express brand.

Achievements:

BusinessWeek and Interbrand

ranked American Express as the
22nd most valuable brand in the
world, estimating the brand to be
worth US$14.97billion.

Fortune listed Amex as one of the

top 20 Most Admired Companies in
the World.

They are the worlds largest card

issuer by purchase volumes.
Operate the worlds largest travel
network servicing consumers and
businesses.
Recognized as the most innovative
company in their industry.

INNOVATORS:

AMEX was the first to introduce:

Plastic card
Superphone authorization process
Magnetic strip on card
Premium card
Buyers Assurance and rewards programs
Express-Net - online management tools to
track spending
Embedded Chip and PIN
Photograph on card

TARGET GROUPS
Customers
Merchants
Businesses

TRANSITIONS IN
PROPOSITIONS
Dont leave home without it.
Do More.
My life. My Card.
Welcome in (LATEST)

PRODUCTS
AND SERVICES

CUSTOMERS

Customer cards:

Gold Card: To cater to the upper echelon of business & travel.

Platinum Card: Card for the elite target group.

Centurion Card: Often referred to as the "black card," which caters to an even
more affluent and elite customer segment.

American Express has several co-branded credit cards, with most falling into
one of three categories:
Airlines (Travel Cards)
Hotels
Retailers

Blue Card: Card aimed at young adults. Amex also targeted young adults with
City Reward Cards that earn INSIDE Rewards points to eat, drink, and play at New
York, Chicago and LA hot spots.

 Clear Card: the first credit card with no fees of any kind.

One Card: a credit card with a "Savings Accelerator Plan" that

contributes 1% of eligible purchases into a High-Yield Savings
Account insured by the Federal Deposit Insurance Corporation.

"The Knot" and "The Nest" Credit Cards from American Express, cobranded cards developed with the wedding planning website
theknot.com.

Bluebird:
It is a prepaid debit card introduced by American Express and Walmart.
It is being touted as having lower fees than other prepaid debit cards with
some of the benefits of traditional American Express cards, such as roadside
assistance and identity theft protection.
The card can also be used as a substitute to a traditional checking account.

Customer Services:
ExpressPay: It is a contactless payment system
based on wireless RFID, where transactions are
completed by holding the credit card near a receiver
at which point the debt is immediately added to the
account.
V- Payment: V-Payment is unique in that it enables a
tightly controlled, single-use card number for
increased control.
Global Business and Consumer Travel: It provides
cost-effective travel program management, worldclass customer service, and solutions for enhanced
traveler productivity and support worldwide.

BUSINESS

 Business Cards:
A comprehensive range of cards designed to support mid-sized and
large companies manage their travel and day-to-day operational
expenses.
Examples of these products include:
The Corporate Meeting Card.
The Corporate Purchasing Card.
The Business Travel Account.

Commercial Cards differ from Business Cards as they enable

company liability (business cards are issued as extensions of credit
to the company's owner).
In addition, Commercial Cards offer a comprehensive suite of data
and reporting solutions that help clients gain visibility and control
over employee expenditures (Receipt Match).

Business Services:
American Express @ Work website.
Information @ Work, a reporting tool
targeted at mid-size companies to give
them quick and easy access to their
employees' spend data.
In this, clients have access to:
Program management capabilities.
Online statements.
Reporting and data integration products.

MERCHANTS

 Merchant Cards:
Open Credit Card: This card was
designed to enable for small scale
merchants in order to help them out
with their businesses.(Plum Card)
There are no annual fees levied,
helping the merchants to make
purchases through their cards and
avail special benefits.

Merchant Services:

Global Merchant Services: It signs merchants

to accept American Express Cards and
processes and settles card transactions for
those merchants.In addition, it offers
merchants point-of-sale servicing, fraud
prevention services and marketing, and
analytical products and services.

Global Network Services: It partners with

leading banks and financial institutions
worldwide to issue cards and acquire merchants
on to the American Express network.

COMMUNICATION
STRATEGIES

American Express uses the traditional communicating channels as well as social

media.

Their ATL strategies basically involves creating awareness about their new cards
and services and constanty improving their brand Image in terms of the world
class service provided by them.

However, in the recent years the company has shifted its focus to social media in
order to engage their customers and focus more on youth centric activities.

American Express is doing a lot to shed its image as the card for the elite. In recent
years Amex has worked with Twitter, Facebook, Foursquare, video game
companies and other new partners to win the favor of young adults.

American Express is also paving its way into the mobile space.

They have also been harnessing Cause Marketing lately and giving opportunities to
young talent to contribute to social causes.

Using latest innovations to create an unforgettable experience and deliver value to

customers.

ATL STRATEGIES
Everything AMEX does is designed to engage their customers,
merchants and their partners in a long-term relationship, one
that deepens over time through the creation of value.
They make it their business to be active listeners, so as
attitudes and ways of doing business change among the Card
members and merchants, they understand how to position
themselves in ways that serve and anticipate their needs.
Their goal is to create customers for life.
Hence they always look for new ways to attract, engage, and
retain customers.

ATL CAMPAIGNS FOR CUSTOMERS

The Membership Effect
Objective:

Education about the unique benefits and innovations

available to the millions of American Express Card members
and merchant partners connecting globally every day.

Date: March 28, 2012

Target Group: Customers, Merchants and businesses.

 Description:

The campaign is the centerpiece of a broader

effort that American Express is taking to
educate its customers about the potential
that American Express offers to connect
people to possibilities through the power of
its network, or "The Membership Effect.
The Membership Effect campaign started
with hilarious TV commercials starring Aziz
Ansari and now American Express is working
with Zumobi and MindShare to take the
campaign mobile.

American Express Travel Cards:

Target Group: Customers, Businesses.
Description:
Helps make travelling with foreign currency easier
and safer.
It is loaded with travel friendly features like:
Easy to use
Reloadable
Useful for managing Travel Budget
Accepted globally
Locked in Exchange rates
Funds never expire, no inactivity fees.
Exclusive special offers.

ATL CAMPAIGNS FOR MECHANTS

American Express Shop Small Small

Business Saturday Campaign:
Itis an American shopping holiday held on the
Saturday after Thanksgiving during one of the
busiest shopping periods of the year.
They aim at providing jobs, preserving
neighborhoods and fuel local economy through
which the small businesses can thrive and
attract customers.

PRINT ADS

SOCIAL MEDIA
STRATEGIES
Their mission is to be everywhere the Cardmembers and merchants are.
To engage with them, service them, deliver unique value that's shareable
and create seamless digital experiences that surprise and delight.
American Express joined the social media scene in 2009.

American Express first made its appearance on Twitter with the

@AskAmex handle, focused on servicing Cardmember and merchant
questions and needs. @AmericanExpress and the official American
Express Facebook Page came soon after.

American Express has built its social strategy on service, and it continues
to improve its implementation by taking in user feedback. They spent a
great deal of time listening to the community. The community interests
and feedback defines their strategy.

Facebook:
The organisation leveragesFacebookwith its viral many to
many social connection to create more stories about AMEX
than they could ever achieve on their own.
To exploit power of marketing to a social network with the
scale and size of Facebook.

Twitter:
American Express uses itsTwitter accountto distribute its
content and also uses it to engage with followers and answer
questions through its various handles.
Use community manager to interact in real time to questions
inquiries by Twitter followers.

LinkedIn:
The LinkedIn page of AMEX caters to professionals
around the world.
Promotes products and services provided by AMEX to the
followers as they can be segmented.
Lists jobs as LinkedIn is primarily a recruitment platform.

YouTube:
Go beyond core mission of enhancing not only
cardmembers experience online but also creating
content that appeals to merchants & the youth as well.

Foursqaure:
American Express is using the location based technologies of
the social media site Foursquare to provide incentives for
merchants and customers to use the American Express card to
obtain savings when they visit participating merchants and use
their AMEX credit card.
It uses the foursquare mobile app to power the marketing
campaign.
This strategy is also about creating crowd sourced
conversations and stories on this social network of 15 million
users.
By actively participating on Foursquare AMEX has built a
sizeable network of over 65, 000 followers that leverages their
brand. Size does matter and should be a priority in your social
media marketing strategy

SOCIAL MEDIA CAMPAIGNS FOR

CUSTOMERS
UNSTAGGED:
Objective- Bringing both the
in-concert and at-home viewing
experiences to entirely new
heights and build Customer
Engagement.
Launch Date-5th August 2010.

Target Group- Cardmembers

& Music Enthusiasts.
Campaign PlatformFacebook, Twitter, YouTube.

 Description "Unstaged: An Original Series from American Express," features some of the
music industry's most breakthrough artists playing at landmark venues
across the world.
Tap some of the most influential filmmakers to direct the live-streams, and
use digital and social media to connect the online audience to the live shows
in unexpected ways.

The Series is scheduled to also feature a variety of surprise musical guest

performances along the way.
Each of the concert performances will be live-streamed for both
Cardmembers and music enthusiasts through the artists' dedicated VEVO
page on YouTube.

Strategy This new partnership with VEVO and YouTube celebrates the marriage of
music and social media.
The aim is to demonstrates the exceptional access that American Express
provides to Cardmembers and music lovers across the world.

Amex SYNC:
Launch Date-19th
July 2011
Target GroupCardmembers.
Objective- To provide
couponless discounts
on things they love.
Platform-Facebook,
Twitter, Foursquare.

 Description
In order to integrate all social media platforms together Link, Like,
Love in 2012 was repositioned as Sync.
Cardmembers can sync their eligible Card with Twitter, Facebook
& Foursquare, and when they connect using special offer hashtags
or location services(foursquare) , couponless savings are loaded
directly to their synced Cards no coupons, no print-outs.
Exclusive offers from a variety of the nation's largest merchants
can be availed using smart phones.

Strategy
Turn social media content into digital coupons by
connecting Cardmembers to merchants and delivering real
world value to both in return for social media mentions.

 Results
AMEX launched their genius sync campaign in
March 2012.
9 days after the launch of the campaign AMEX and
merchant partners garnered more than 150,000
tweet coupons.
The coupons were worth more than $1.3mn in
savings!
In total, there has been over $12.8 million spent,
and at least $2.8million worth of discounts
awarded.

BLUEBIRD:
Objective: Introduction of
hassle free prepaid cards
in partnership with
Walmart.
Launched: October 2012.
TG- middle-class and
lower-income Americans
eager to avoid fees
charged by banks.
Campaign PlatformFacebook, Twitter,
YouTube, Digital.

 Description:
Bluebird is a checking and debit alternative brought to
you by American Express and Wal-Mart.
The costs to manage personal finances have changed
dramatically in recent years.
Checking accounts that used to be free.
Bluebird offers an alternative and a better way to
manage and control customers money.
It has many great features like Direct Deposit, ATM
access, bill pay, Bluebird Checks, Bluebird SubAccounts and of course, access to membership
benefits from American Express.

ADVANCE TICKETS:
Target-Customers.
Platform-Facebook, Twitter
Objective-Deliver unique values to
Cardmembers & at the same time
increase customer engagement on
social platforms.

Description This campaign attempts at making the

consumers feel privileged by offering
them the exclusive opportunity of
booking tickets before it is made
available to the entire country.
They Use Facebook and twitter as the
platform to ensure publicity of the
campaign and increase in popularity of
AMEX.

SOCIAL MEDIA CAMPAIGNS FOR MERCHANTS

SMALL BUSINESS SATURDAY

Launch Date-27th November
2010 (a counterpart toBlack
FridayandCyber Monday).
Objective- Small Business
Saturday encourages holiday
shoppers to patronizebrick and
mortarbusinesses that
aresmallandlocal.
Target Group- Merchants.
Campaign Platform-Facebook,
LinkedIn, YouTube, Digital.

 Description Launched to support the local businesses that create jobs and boost
the economy.
A national movement to drive shoppers to local merchants across
the U.S.
The first 10,000 eligible businesses in the U.S. will get$100 in free
advertising credits each.
Twitter offered $1 million in free ads for small businesses.

Strategy
Linked to the AMEX Open Card for Merchants and small businesses.
Improve the brand image of the Company & have a smooth transition
in terms of brand re-positioning.

Result 350 small business organizations supported the nationwide initiative.

50 Chambers of Commerce and 60 groups organizing events and
activities in support of the day.

SOCIAL MEDIA CAMPAIGN FOR

CUSTOMERS AND BUSINESSES
PLATINUM CARDS:
Objective: To target the elite
customers and provide them with
exclusive offers.
TG-Working Group, Executives, Elite
Group (Merchants and Customers)

Campaign Platform- Facebook,

Twitter, YouTube.
Description:
The only product promoted directly.
Offers and Benefits it provides the
cardmembers.
Facebook and twitter used for
promotions.

#Aroundtheworld
Target Group-Travel Cardmembers
(customers and businesses)

Objective-To motivate Cardmembers

to travel around the world and make
use of the facilities provided by
American Express Travel Cards.

Platform-Facebook, Twitter.

Description- Cardmembers had to

share/tweet the photos of AMEX logos
from wherever they are on vacations.

Strategy To promote their travel cards and to

connect with their customers across
the globe.
To reaffirm their universality and
global presence.

INTERACTIVE
CAMPAIGNS IN USA

INTERACTIVE TV CHANNEL
Launch Date: September 2012.
Target Group: Cardmembers and Prospects.
Objective:
To allow the brand to be always-on and promote its initiatives, even when more
traditional commercials are off the air.
To Explore new digital avenues for customers to use its services to make exclusive
purchases so as to differentiate American Express as a forward-thinking brand.
Platform:
American Expresss channel will be available for a year as part of a campaign with
Mindshare and specialist interactive TV agency BrightLine.

The channel is available via providers AT&T U-verse, Cablevision, DirecTV, Dish and
Verizon FiOS, as well as through Samsung and LG connected TVs.
Viewers will be directed to the channel via interactive commercials, banner ads, and TV
channel guides.

 Description:
The channel features information about American Expresss cards and
benefits, promotions, games and updates.
Both current and prospective American Express customers can
interact with the content and the company estimates that it should
reach 55 million US homes.
In addition to the branded channel, the credit card company has
teamed up with broadcasters Fox and NBC Universal, as well as social
TV app Zeebox, to allow viewers to use their mobiles to buy products
while watching TV, what it calls t-commerce, (television commerce).
Games included Photo Hunt, which encouraged viewers to interact
with card benefits and read real customers tweets.

The content will regularly refresh throughout the year to remain

seasonally relevant.

 Strategy:
Less products and services promotions
and more interactivity.
For American Express, its
sponsorships of the U.S. Open, Tribeca
Film Festival and its Unstaged concert
series, means that it has more great
content at its disposal and more
assets to sweat via its channel.
Shoppable TV is an interesting area
for American Express to delve into.
Result:

American Express reported that the

initiative drove a 50% lift in card
members perceptions of Amex as
innovative and forward-thinking.

TRIBECA FILM FESTIVAL

Location: New York, April 2013.
Platform: live event and online.
Target Group: Cardmembers
Objective: To take the Unstaged Campaign forward.
Description:
There are multiple music-related activities.
Festival stages will feature special performances from current Broadway shows along
with emerging talent from Tribeca.
Live streamed performance by Vampire Weekend.
Fans can watch the live event at www.amexunstaged.com
American Express Cardmembers Get Access to the Best of the Tribeca Film Festival.

Popcorn Pop-Up:
American Express is bringing movie-goers favorite snack to
the streets with an interactive mobile popcorn truck.
Collaboration with Brooklyn Popcorn, the truck will offer
complimentary gourmet popcorn in five unique flavors. Fans
will also be able to purchase tickets to Festival screenings.
"Tribeca Now"
American Express teamed up with American Express
Publishings Travel + Leisure.
It is an insiders guide to the neighborhood featuring local
recommendations on restaurants, shopping, services and
other memorable experiences to help Festival-goers plan their
perfect Tribeca experience.

Strategy:
Live streamed music series to celebrate the
art of music through the unique storytelling
abilities of visionary filmmakers.
Bring the festival to audiences around the
city and beyond so as to connect with people.
Partnership with VEVO and YouTube, to bring
its live stream music series American
Express Unstaged to the Tribeca Film
Festival.

AMERICAN EXPRESS CHANGEMAKERS

Objective: To inspire and assist entrepreneurs who want to take their ideas to the
next level, pursuing leadership in social change.
Launch Date: August 2012.
Target Group: Card members
Description:
Highlights and Supports 15 entrepreneurs poised to lead the future of social change.
They are pioneers with solutions to some of the worlds most critical challenges in areas
such as health, urban planning, economic empowerment, and citizen access to technology.
These fifteen innovators attended the American Express Emerging Innovators Boot Camp, a
three-day workshop in New York City.
Travel costs and expenses are covered by American Express in partnership with
Changemakers.
Innovators will be evaluated on demonstrated leadership, the strength of their innovation
and their potential for growth in the social sector.

Strategy:
Part of the American Express Emerging Innovators Campaign, which aims to
accelerate and highlight the ideas of tomorrow's leaders through training,
mentorship, promotion and collaboration.

A Seat In The Lap Of Luxury

Objective:
To provide the right cardholders with a host of unique and enviable
experiences.
To create an awareness about their upper end rewards programs.
Target Group: Cardmembers

Description:
American Express joined forces with DKNY to create a special inseason runway event for Card members showcasing the DKNY
2012 Resort Collection.
The recent U.S. Open in Flushing, Queens has also given them an
opportunity to treat users to once-in-a-lifetime incidents.

 American Express Court Curator, which gifted

fans customizations for their trip to the US
Open.
Strategy:
Concerts, fashion exclusives. Its enough to
make some card users think twice about the
rewards parts on the credit card applications
they let gather dust in the old mailbox.
American Express is providing unparalleled
access to connect card members with the
designers they love.

Live Events and Digital Offers at NBA All-Star 2012

Location: Orlando,USA.
Target Group: Prospective customers and Cardmembers.
Launch Year: 2012.
Objective: To connect with its Cardmembers, merchant partners and all
NBA fans to create unforgettable moments during NBA All-Star.
Description:
Live viewing parties for fans to special foursquare offers on NBA merchandise and
access to private events with former NBA players and NBA legends for Cardmembers.
American Express will host NBA fans at Universal Orlando CityWalk for the
American Express NBA All-Star Viewing Parties.
The events are open to the public, and Cardmembers will have preferred seating and
complimentary concessions available to them there.

Strategy:
Exciting events and offers at NBA All-Star 2012 in Orlando will help bring
those fans closer to the action and the game they love.

MEMBERS PROJECT
Campaign by American Express and Take Part.

Started in 2010.

Objective: To provide those with a passion for philanthropy and interest in giving
back an opportunity to take small steps to make a big difference.

Platforms: Online, Facebook ,Twitter, YouTube

Target Group: Cardmembers and Prospects.
Description of the program: This program encourages everyone, whether an
American Express Cardmember or not, to do their part by providing numerous
ways to get involved, including sharing their passion for worthy causes.
It also includes-:
Volunteering for a local organization.
Making a donation.
Voting for a charity to receive additional funding from American Express.
Through creative banners, tell-a-friend e-mails and interactive widgets, Members
Project makes it easy to promote peoples favorite charities and tell their friends
about all the steps they are taking to make a difference.

INTERACTIVE MOBILE AD CAMPAIGN

Objective:
To leverage social features to create a personalized consumer experience based on
interests and spending habits.
By engaging consumers through a personalized experience via social networking, they
hope to gain campaign awareness and increase brand engagement organically.

Target Group: Cardmembers.

Description:
The mobile ad campaign creates a tailored timeline of images customized to each user.
The mobile ad campaign features an app within an app experience and incorporates
video, user generated content, and social media integration that centers around
educating consumers.
Based on responses to a set of interactive prompts in the experience, users create a
personalized panorama that is tailored to their interests in shopping, dining, electronics
or travel.

 Strategy:
With Gartner predicting that mobile advertising will be a 20.6 billion dollar
market by 2015, countless companies are popping up and soliciting easy
ways for brands to scale ad campaigns for mobile devices.
American Express has been paving the way in the mobile space.
To Establish a successful mobile campaign with the right vision, insight and
creativity at the same time captivate users attention instantaneously.
Through true brand integration and rich-media mobile ads, to present
engaging experiences that create emotional ties with consumers.
Use of Mobile advertising to drive that awareness and deliver relevant
content.
Extention of companys efforts to offer a new mobile service to help
businesses and traveling employees quickly and efficiently change travel
plans that have been disrupted by the weather or other unforeseen
events.

 Receipt Match
Location: USA.
Target Group: Businesses.

Objective:

Description:

Send: Send in receipt by snapping a photo with mobile app, forwarding via
email or uploading receipts form computer.
Match: ReceiptMatch matches Business Card receipts to their transactions by
scanning the receipt for information like the purchase date and amount.
Manage: View and print your stored receipt images, notes, and transaction
details from your online statement.

Strategy:Help businesses to stay organized, spend less time on

sorting their receipts at the end of the month and manage their
expenses on the go.

HIDDEN TALENT DOCUMENTARY SERIES

Launch Date: February 2012.
Objective:
To boost awareness of its 'Realize the potential' positioning.
Description:
American Express is using a six-part, branded-content series.
The Hidden Talent documentary series, was co-created by Amex and production
company Silver River.
It explores the hidden talents of ordinary people, including language learning, opera
singing and free diving.
Viewers will also be able to take part in a series of interactive tasks to uncover their
own hidden abilities.
The content will be hosted on a Facebook page, as well as a dedicated page on the
Channel 4 website.
Strategy:
The campaign was intended to reinvent Amex for a new audience of affluent consumers
looking to live rounded, enriched lives.
To provide an opportunity to showcase its brand message that life is richer and more
rewarding when untapped possibilities are explored.

INTERACTIVE
CAMPAIGN IN UK

MY LIVE STORY

Objective: Aims to uncover the UK's best music experiences

the memorable stories behind the shows, in celebration of
American Express' involvement in live music and its awardwinning 'Preferred Seating' program.

Target Group: Cardmembers.

Platform: Online

Description:
It encouraged consumers to celebrate their most
memorable live music moments by submitting photos or
videos of their favorite gig online.
Twenty-one winners will have their experiences turned into
a short firm, to be aired on national TV.
The overall winner will be rewarded with a trip to Los
Angeles.

Strategy:
Engaging with consumers in non-traditional ways was the
most important aspect of their brand activity.
To effectively involve consumers and invite them to share a
dialogue with Amex and with each other, to create richer and
deeper relationships with the company.
Their Preferred Seating Program recognizes card members
passion for music and film, providing them with access to
memorable events.
The My Live Story campaign brings this to life by celebrating
the lasting memories and moments of inspiration that people
experience through such occasions.

GEO-TARGETED DIGITAL TAXI AD CAMPAIGN

Objective:
To keep Londoners in the know with information about the hottest
entertainment experiences in the Capital and to inspire them to enrich their
free time.

Launch Date: March 2013.

Target Group: Prospective customers and Cardmembers.
Description:
London taxi users will be served with adverts on in-cab screens that are
relevant to their specific location in and around the Capital.
Running for one month, this innovative campaign will combine traditional taxi
supersides with digital domination of 200 branded taxis and in-cab screens.
A further 150 taxis will feature American Express branding.
This digital geo-targeting campaign will deliver five different ad creatives that
play on the in-cab screens according to the taxis location.

FIRST SMS-INTERACTIVE BILLBOARD

Objective:
To enable our card members to get the most from their travels whether home or
abroad.
Location: London, UK.
Target Group: Prospective customers and Cardmembers.
Description:
SMS-driven interactive billboard, offering consumers "insider tips" about activities
in London.
The billboards rolled out across main London terminal train stations.
Members of the public are invited to send an SMS containing their name to
"London's Insider Tip Generator" to receive a personalized message on a billboard.
The message will suggest ways they can make the most of their time in London. It
will also be sent to the user in SMS form.
Strategy:
To take their campaign Realize the Potentials further.

INTERACTIVE
CAMPAIGN IN INDIA

TALKING MANEQUIN
Launch Date: November 2012.

Objective: To promote the benefits of the foreign exchange services

providers new privilege card.

Description:
Passengers at Delhi International T3 are being informed about the
AmexJet card through a speaking mannequin, whose image is
projected onto a glass wall located in the concourse.

Strategy:
Most passengers do not pay attention to ads informing them about
new privilege cards.
That is why at Terminal 3 they did things differently.
This out of the box thinking did the trick and caught our
passengers attention.
Owing to its location at the Terminal 3 canyon area, which connects
passengers to the Security Hold Area, the installation provided the

LEARNINGS
Promote small businesses.
Tie-ups with small businesses (brick and mortar) around the
country and route customers to them.
Engage more with youth by organizing or sponsoring youth
centric events.
Theme based events for the target groups.

Innovative selling by integrating social media platforms

(SYNC).
Personalized offers (Mass Customization).
Stress more on social media platforms than ATL campaigns.

 Increase promotions on smart phones (Mobile Apps).

Rather than direct promotions, they focus more on demand generation
(pull strategy for travel cards).
Constant activities on social media platforms.
Make customers feel special. American Express addresses their
customers as CardMembers never as Customers.

Customer Engagement on a large scale through interactive campaigns

as well.
Focus on Cause Marketing.
Have target group oriented loyalty programs.
Harness technology to enhance customer experience.

THANK YOU