American Express Introduces "Don't Live Life - Don't Do Business Without It" New Brand Campaign In India
Campaign celebrates the new
reality that life and business are increasingly interconnected, and how
American Express supports this “hybrid life**”
American Express has launched its new
360° brand marketing campaign in India
A recent global study* commissioned by American Express showed that
more than half of people today are living Hybrid lives, with personal and work
life deeply intertwined. The study, conducted in eight markets including India
The new brand campaign was presented at
an event showcasing dual passion-points of Indian millennials - technology and
travel. These passion-points power the hybrid lifestyle that has emerged in the
Live Life study. The event featured innovative use of technology to transport
the attendees into real-life simulation of diverse experiences such as an
adrenaline-charged roller-coaster ride, the thrill of sky-diving, watching the
Northern Lights and seeing penguins in the glaciers of Antarctica .
Members of the public can access these experiences through brand activations in
DLF Mall of India (Noida) and Cyber Hub (Gurgaon).
Advertising is featured on a
cross-section of platforms with a focus on communications channels that are at
the intersection of life and work. These include print, mobile and outdoor
platforms, as well as digital and social media. The advertising and marketing
elements include a heavy focus on digital content, online video, high-impact
out-of-home advertising and social influencer engagement. The campaign is
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, Indians will be
continuously reminded – American Express has got their back.
With the new brand platform, American
Express is drawing on its heritage of service, security and trust and
modernizing many elements of its brand iconography, including a modern
articulation of a famous tagline, refreshing its Blue Box logo and visual
identity and introducing a hand-drawn version of its famous Card design that
features its customers at the center.
The work was created by mcgarrybowen,
Pentagram, Ogilvy, Mindshare and Digitas. The advertising was directed by
renowned director Lance Accord, and the photography was shot by award-winning
photographer Matthieu Young.
* 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
** “Hybrid Life” as identified in American
Express’ “Live Life” survey is characterized by increasing interconnectedness
between work and personal life, as well as real and virtual interactions. It
results in deeper work-life integration enabled by technology.
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