Brief
Raise awareness of Amex’s sponsorship of American Express presents BST Hyde Park festival among Gen Z and Millennials – showcasing how ‘Festivals are better #WithAmex’, celebrating the memorable moments with those onsite and sharing the experience for those at home.
Insight
Our research showed that creator content is currently leading the way – for example, Digiday reports that 48% of content Gen Z consumes comes from content creators vs professionally produced content – so it was important to follow suit.
Solution
Created a content creator-led campaign plan, partnering with them to tell the Cardmember story at the festival through native mobile content capture & editing techniques.
We used different content creators each weekend, showcasing the festival experience in each of their unique styles, whilst mirroring the energy of the festival culture.
The content celebrated the moments with Cardmembers and fans, offered an insight into the full festival experience #WithAmex and showcased all the exciting activations available to Cardmembers and Prospects in The Amex Experience.
Content was created and edited live on-site, keeping content feeling real-time.
