AMEX Platinum Card
AMEX Platinum Card
Raising brand awareness with augmented reality ads to reach new audiences
AMEX AU x Jack Nimble x Meta
The Story
With more than 170 years of history, American Express provides payment, travel and expense management solutions for individuals and businesses globally.
The Goal
American Express wanted to increase awareness of its Platinum Card’s range of benefits by using engaging social media ad formats to connect with a new, younger audience.
Showcasing Platinum member benefits with augmented reality
To highlight the benefits of American Express Platinum Card, we worked with creative agency Jack Nimble and augmented reality agency, Valis, to create augmented reality ads that ran across Instagram and Facebook. The ads used an immersive augmented reality filter to give people a look at the penthouse suite at the Crown Sydney hotel to demonstrate how the American Express Platinum Card opens doors to luxury experiences and benefits at exclusive properties.
American Express used interest targeting and lookalike audiences to reach a broad audience of people aged 25 and above in Australia. To measure the impact of augmented reality ads on improving ad recall and action intent, the company carried out a brand lift study.
A Winning Strategy
By adding augmented reality ads to its marketing mix, American Express successfully increased brand metrics, including the following results between July 19–September 7, 2022
Lift in Brand Recall
6.6-point higher lift in ad recall for campaign with augmented reality ads, compared to campaign without.
Lift in Campaign Awareness
3.5-point higher lift in action intent for campaign with augmented reality ads, compared to campaign without.
Lift in Message Agreement
4.2-point higher lift in message agreement for campaign with augmented reality ads, compared to campaign without.