Making Life Easier With Better Choices
More than half the people today are living hybrid lives, with personal and work life deeply intertwined, a recent global study commissioned by American Express found. The study, conducted in eight markets including India, also revealed that two in three people feel they can achieve more because of this work-life integration.
Taking this forward, American Express has launched its new 360° brand marketing campaign in India. The campaign called “Powerful Backing of American Express: Don’t Live Life / Don’t Do Business Without It” reflects new-age highly-integrated lifestyles.
Speaking about the launch, Manoj Adlakha, CEO – American Express Banking Corp., India, says, “This is the first time we’re introducing a campaign that speaks to all the customer segments we serve, with a single, overarching message: American Express has your back, in life and in work. Relationships are core to who we are. We put our customers at the center of everything we do. The campaign reinforces the enduring relationships we have with our customers and how we support them in ways big and small.”
Elaborating on the insights that powered the global brand strategy, Adlakha adds, “The way people work and live has transformed — there is greater interconnectedness in both personal and work life, as well as real and virtual interactions. This blended, hybrid lifestyle is the new norm across the world — and India is no exception. The new brand platform is a response to the fact that our customers are living diverse and layered lives.”
The campaign is featured across platforms including print, mobile and outdoor platforms, as well as digital and social media.
Speaking on the concept behind the campaign, Ruchi Mathur, senior vice-president of North & East India at Mindshare says, “For today’s audiences with hybrid lives and complex paths to purchase, we leveraged relevant media & data intelligence to decode the mindset, media consumption behaviours and connected journeys to deliver the communication to each audience segment, in the right context through the right medium. Basis these findings, we developed an integrated brand and demand focused media strategy that will keep the audiences engaged throughout the brand funnel, we arefinally leading them towards becoming American Express members.”
The work’s created by mcgarrybowen, Pentagram, Ogilvy, Mindshare and Digitas.
