American Express wanted to drive awareness and adoption of the Amex app’s
Pay With Bank Transfer and Chat functionalities, whilst increasing perception of Amex as a brand that uses the latest technology to facilitate a seamlessly efficient and convenient lifestyle for its Cardmembers.
Time-poor Millennials and Gen Z prioritise ease and convenience, and gravitate to brands that use technology to deliver it. Paying off your balance and dealing with customer services aren’t the most exciting aspects of being an American Express Cardmember. But Pay With Bank Transfer and Chat mean you can get these everyday ‘life admin’ moments over with quickly and easily, and get back to enjoying the travel, dining and entertainment lifestyle experiences that your Amex card facilitates.
Using summer lifestyle moments of an open water swimming break and dining at a seafood restaurant, our campaign spoke to the universal truth that ‘some things are best done fast’ – be that getting into a cold lake for an early morning swim and eating an oyster for the first time, or paying off your credit card balance and activating a new Amex card.