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American Express Charge Bar

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American Express

Brand Platform

Overview

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.
Strategy

Despite being the perfect environment to engage high value customers, Amex’s airport direct sales model – a sales person wielding a clipboard and a smile was failing. Only 1 in 80 people were stopping. Worse, the tactics were seen as 'brutal' and a blight on the brand. Our strategy: ‘abduction’ to ‘seduction’. That is, increase the number of people stopping by making it more attractive for 'shopping'. By creating a unique brand environment that offered travellers a place to refresh and recharge, we could open a relaxed dialogue around their lifestyle and our cards. Further, by giving them a fun and revealing activity to do - a lifestyle and personality profiler - we could connect them with their perfectly matched card solution, and bring Amex's 'My card. My Life.' positioning to life.

Our strategy: ‘abduction’ to ‘seduction’.
Concept

The Charge Bar is a simple idea. It offers visitors phone chargers, refreshments, somewhere to sit and something to do while they 'charge'. It also retails American Express products, services and promotions in a novel way, visually merchandising an enticing range of sign-on gifts. Offering a little 'blue box' sanctuary on the terminal concourse, it provided Amex's direct sales team a place to engage prospects, and visitors a handy and intriguing place to wait.

A little 'blue box' sanctuary on the terminal concourse.
Content

The branded personality profiler was designed by The One Centre with a team of psychologists, technologists and travel experts. Delivered online, users were led through a series of humourously framed questions on travel behaviour and lifestyle interests with multiple choice answers. A feature was the 'Ink Blot' test created by One Centre based on the famous Rorschach model. On completion, prospects were presented their travel personality type (Your Life) and recommended card product (Your Card). Users could print and take away their profile, email it to themselves or sign-up for a card!

A feature of the personality profiler was the 'Ink Blot' test created by One Centre based on the famous Rorschach model.

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