Airports are battlegrounds for premium brands. Amex’s problem was their old direct sales model – a sales person wielding a clipboard and a smile wasn’t cutting it anymore. Our strategy: Move from ‘abduction’ to ‘seduction’. The idea, the American Express Charge Bar. An experiential retail concept, purposed for travellers in the departure terminal with time to kill. The proposition: have a refreshing drink, recharge your mobile and discover something about yourself - and your ideal Amex card – by doing a fun and revealing Ink Blot personality test.
Airports are battlegrounds for premium brands. Amex’s problem was their old direct sales model wasn't cutting it.