AMEX
Case Study

Australians 34% more likely to visit participating cafes or restaurants.

+12

Points AEDMO Intent
(Visit Retailer)

34%

More likely to visit participating cafes or restaurants

+12

Credit Card Intent
(Apply for Card)

The Challenge

How to get consumers to dine out at participating restaurants whilst driving consideration and usage with American Express (AMEX).

The Insight

Increased cost of living saw 41% of Australians cut back on dining out. Restaurants must articulate value relative to investment just to retain customers.

The Idea

The fourth year of the American Express Delicious Month Out (AEDMO) will again enable diners to choose the value offer that suits them - discounts, limited edition menus, bespoke dining experiences or gift with purchase e.g. free dessert. AMEX facilitated the value exchange between diner and restaurant, in the process demonstrating wide acceptance for their cards, unique benefits and innovation as a brand.

Products Used

For this campaign we executed via display, social and integrated content.

SECTION SPONSORSHIP & BRANDED GALLERIES

FREE INVOLVEMENT FOR PARTICIPATING BUSINESSES

SOCIAL VIDEO

HIGH IMPACT PRINT

The Summary

The 4th year in the AEDMO partnership between News Corp & AMEX has seen the best ever uplift for message association across any News sponsorship campaign, up + 11 points (18% exposed vs. 7% control), demonstrating the value of a continued partnership with News.

Intent to dine out at participating restaurants was up +12 points (32% exposed vs. 12% control) This campaign played a dual role too, positively impacting the AMEX masterbrand. Credit Card Intention was up 12% (33% exposed vs. 21% control) and sits in the top 20% of Kantar’s database for Australian finance digital campaigns. Results of Near measurement show readers were 34% more likely to visit a participating restaurant.

Case Study