American Express is targeting younger demos in its new “Member When” global campaigns. The #withAmex is a reminder that big moments will happen. It's not if — it's when.
The demographic switch aligns with new stats on users.
Millennials and Gen Z customers represented about 60% of new consumer accounts acquired globally in 2021. Entertainment and sports programming are big draws for this demographic. In fact, an Investor’s Day report from March, travel and entertainment spend are at about 80% of pre-pandemic levels.
The campaign kicked off during the NBA Playoffs, the ad “Always a Story to Tell” has 60, 30 and 15-second iterations. They will also run in TV shows, online video, social, podcast, OOH ads and streamers, such as Hulu, HBO Max and Peacock.
The creative is by dentsuMB.
American Express is also the Official Card of the NBA.
The spots focus on travel, entertainment and dining, which the company sees as passion points for card members. The ads take a look-back; people remember important romantic or experiential moments they treasure, as well as looking ahead.
The company has also upped its member advantages.
After acquiring Resy, an online reservation service, member get access to sought-after restaurants. On the entertainment front, card members get early access to presale and dedicated tickets for key events, while travelers can access 4,500 expert travel consultants to asset with trip planning, as well as access to exclusive air and lodging programs.American Express' revenue rose 30% in Q4 2021 to $12.1 billion, reflecting higher spending among cardholders compared to earlier in the pandemic. Net income for 2021 was $8.1 billion, up from $3.1 billion for 2020, impacted by the COVID-19 pandemic. Consolidated total revenues net of interest expense for the full year was $42.4 billion, up 17% from $36.1 billion in 2020, according to a January earnings report.