We created the “Live Local” concept as a way for AMEX to celebrate and support the thriving local communities around Auckland.
CAPABILITIESStrategy, Design, Advertising
AMEX suffers from a perception of lack of coverage. The perception is that AMEX are accepted in big retail chain stores only. AMEX wanted to inform people about the large number of small retail and dining merchants around the city that also accept AMEX.
We created the “Live Local” concept as a way for AMEX to celebrate and support the thriving local communities around Auckland. This was supported by an AMEX cash back offer when Card Members spent in local stores during Live Local month. We worked with AMEX’s new brand guidelines & illustration style to create an engaging local campaign that included hyper-local outdoor, POS, digital, emails, radio and merchant communications. We also created collateral for the Live Local Long Lunch hosted by AMEX in Ponsonby.