American Express Middle East
Regional Acquisition Campaign 2011
Experience More with American Express
American Express was loosing relevance among the local target audience. This case study shows how various channels were mixed to reach out to audience in an extremely cost effective way.
In an increasingly competitive marketplace in which American Express was dramatically outspent by their competitors, the brand needed to find cost effective ways of targeting and engaging with their Middle Eastern prospect consumers.
American Express focused on mixing its premium heritage with the dynamic lives of young and modern Arabian consumers, speaking in a modern middle eastern way by using various Arabic digital channels like Search Lead Marketing, Display Banner - supported with traditional channels like Radio and Press.
The campaign completely exceeded expectations in both marketing effectiveness such as 146 % delivery versus lead targets from banner ads. New CMs were 2/3 more active and spending up to 1/3 more, than average card members not brought in from the campaign. The Arabic delivered 25% lower cost per lead than the English.