Client
Amex
Office
UK
Project
Unsigned
Client Challenge
AMEX wanted to bring their Gold Card to new customers with a love for music. But people in this audience weren’t prototypical Gold Card members, and many weren’t even sure the Gold Card was intended for them. And there was another problem – COVID had done serious damage to the music scene we wanted to reach. With the industry reeling from lost jobs and revenue, we were challenged to find an opportunity for AMEX to help out – and bring in some new customers along the way.
All musicians really need is a stage. So, that’s exactly what we gave them. With the launch of AMEX Unsigned, new artists were given the opportunity to take a massive step forward in their careers. Out of the 1,000+ who applied, 6 were chosen to perform live at a branded showcase in London. Of these, one was selected to release a debut single on a label we created, perform an hour-long set at the Wilderness Festival and star in a major AMEX Gold ad campaign. We even made a documentary about the whole journey, releasing it on Amazon Prime to maximize cultural impact. And the impact was real. With the campaign bolstering AMEX’s brand perception and flipping it to feel more tuned towards our audience, Gold Card applications reached their highest levels ever. Every brand wants to find cultural moments to be a part of, but this campaign proved that creating your own can be just as powerful.