The goal of American Express’ “Powerful Backing/Don’t Live Life Without It” campaign was to reposition the company by targeting “hybrid consumers”, or people that blend their personal lives with their work life.
A combination of High Impact tops as well as Curb’s dynamic digital tops were used for the campaign. By utilizing the geo-targeting capability of our digital taxi tops, Amex was able to relay contextual messaging to consumers with creative specific to Amex merchant partners in close proximity to the taxi displaying the messaging.
In total, 525 taxi tops were used throughout the entire campaign, which ran for four months during June – September 2018. (6/11 – 9/9).
- 400 High Impact tops delivered 400 million impressions
- 125 digital tops delivered 39 million impressions
- 4% Increase in volume vs PY and Increase in Taxi CC market share while other brands were flat to down.