We created the “Live Local” concept as a way for Amex to celebrate and support the thriving local communities around Auckland.
CAPABILITIESStrategy, Design, Advertising
Our brief from AMERICAN EXPRESS was to increase perception of coverage. A 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.
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.
The Live Local Campaign had a positive impact on the perception of coverage and local spend – 46% of Card Members that enrolled in the offer hadn’t spent with that local business in the last 12 months.