THE URBAN LIST x AMERICAN EXPRESS

Objective: Elevate brand sentiment among millennial audience during Shop Small month.

Strategy: Embed American Express into millennial culture by tapping into audience passion points (food + drink), positioning American Express as the perfect accomplice to unlocking the best foodie culture (American Express SME customers).

Solution: Urban Weekender: A weekend of special offers for Amex cardholders, activated within American Express SME venues. The Urban List teamed up with 60 venues across Australia for one weekend only, supported with a high impact content campaign (video, articles) with social retargeting and targeted display. Campaign wrapped with brand sentiment measurement.