AMEX
Case Study
Australians are 34% more likely to have visited participating cafes or restaurants
+36%
Dined at participating cafes or restaurants
34%
More likely visited participating cafes or restaurants
+57%
Intend to apply for a 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 +157% (18% exposed vs. 7% control), demonstrating the value of a continued partnership with News.
Dining out at participating restaurants was up 36% (34% exposed vs. 25% control) This campaign played a dual role too, positively impacting the AMEX masterbrand. Credit Card Intention was up +57% (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 have visited a participating restaurant.
+36%
Dined at participating cafes or restaurants
+57%
Intend to apply for a card
34%
More likely visited
participating cafes or
restaurants
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