TORONTO, May 28, 2018 /CNW/ - Today, American Express Canada launches its new brand platform, titled "Powerful Backing: Don't Live Life / Don't Do Business Without It." The campaign showcases the unique role American Express plays in supporting its customers, who live increasingly interconnected business and personal lives.
"At its core, the new platform reinforces that we are a relationship brand that has our customer's backs wherever and however they need us," said Rob McClean, Country Manager, American Express Canada. "Many people think of us primarily as a consumer brand. But like people's lives, our business has become more hybrid, with nearly 40 percent coming from serving start-ups and entrepreneurs to mid-size businesses to large corporations."
It's this incredibly multi-dimensional customer base which uniquely positions American Express to deliver on the dual promise to have its customers' backs as they live life and do business. The new brand platform distills this commitment into a single overarching message – American Express has your back and helps you get the most out of your life.
"We are witnessing a transformation in the way people are choosing to live as work-life balance makes way for work-life integration" said Rob McClean. "People are living rich, vibrant and layered lives and appreciate when someone has their back as they navigate this blended lifestyle."
A global study* commissioned by Amex showed that more than half of people today are living blended "hybrid lives", 82 per cent of those in Canada saying they prefer it this way and two in three feel they can achieve more in the life because of this work-life integration.
Powerful Backing: Don't Live Life / Don't Do Business Without It
Customers are at the core of the campaign and its creative elements, which reinforces American Express' heritage of service, security and trust. Many elements of its brand iconography are modernized, including the new articulation of a famous tagline, and refreshing its visual brand identity and introducing a hand-drawn version of its famous Card design that features American Express customers at the centre.
A 360-degree campaign was designed to meet people in the places where life and business intersect, both online and offline. Whether travelling, going to work, heading out to have fun, engaging with digital content or connecting on social media, Canadians will be continuously reminded – Amex has their back.
Key advertising and marketing elements include a heavy focus on digital content and online video, high-impact out-of-home advertising, social influencer engagement work and an experiential activation.
The new brand platform was created by New York based mcgarrybowen, with Ogilvy Canada managing the launch locally. Other agency partners include Mindshare Canada (media), Notch Video (social content), North Strategic (social media, PR and Influencer marketing) and BT/A (experiential events).
The marketing campaign launches globally in markets such as the U.S., Australia, Mexico, Japan and the U.K..
Introducing the 'Live Life Experience'
In celebration of the launch, American Express is unveiling the Live Life Experience – a unique pop up art experience on Toronto's Queen Street West. Backing a collective of local artists, Amex will bring life to some of the things Amex Cardmembers are most passionate about, such as travel & adventure, dining experiences, entertainment and simply having fun.
Award-winning actress, producer and writer, Issa Rae helps launch the experience on May 28th.
"In today's world, we're always on, always available, busy and juggling different responsibilities," says Rae. "I know this as much as anyone, and that's why I love the idea behind the new Amex campaign. The reminder to enjoy the things that make life worth living is something that really resonated with me."
About American Express in Canada
American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success. American Express was established in Canada in 1853 and offers a variety of consumer and business products. Learn more at americanexpress.ca and connect with us on Facebook, Twitter and YouTube.
* Morning Consult, on behalf of American Express, conducted a series of surveys in eight markets (Australia, Canada, Hong Kong, India, Japan, Mexico, the United Kingdom, and the United States) of approximately 2,000 adults from March 3 - 14, 2018. Results from the full survey for adults has a margin of error of +/- 3%. The interviews were conducted online in the market's primary language. The adult population data were weighted to approximate a target sample of adults based on age, gender, and educational attainment.
SOURCE American Express Canada