Amex July 2011

Key Campaign information Environment/Panels Key Campaign Objectives Other Media 161 panels across 16 malls Reposition American Express as a card that can be used for large and small purchases on a regular basis Encourage customers to use their card more frequently Encourage customers to recommend American Express

Affluent & upmarket mall audience perfectly suited to American Express 82% 57% +102% +82% ABC1 adultsAB adults Higher personal income Director Positions Source: TGI 2011 & Touchpoints American Express Card Owners

Mall Environment Key For Targeting this Audience 3% 6%3% 2% RadioPressTVMalls UK Population Source: TGI 2011 (Heavy to Medium Radio / TV & Press)

Activity achieved cut through amongst AmEx Customers All Respondents Recalled Ads on visit Ever Recalled Ad Recalled Ads on previous visit American Express Customers 11% 14% 13% 22% 17%27% +18% +21% +23% Source: Holden Pearmain American Express Research 2011

19%6% Neither Agree Nor Disagree Disagree 22%16% -14% -63% “American Express is a card I can use on low cost items” Mall campaign strengthened perceptions of the brand amongst AmEx customers Poster Recognisers NON Poster Recognisers Source: Holden Pearmain American Express Research 2011 “How much do you agree or disagree with the following statements about the American Express credit card? 67% +10% Agree 61%

Poster activity also drove usage intent in line with key objectives 29% 25% 38% More likely to use AmEx card more frequently… Source: Holden Pearmain American Express Research % “Having seen these adverts for American Express, please tell us which one of the following statements, if any, best applies to you?” All NON Poster Recognisers Poster Recognisers

Summary Mall environment key for targeting key affluent audience The campaign delivered on all key metrics, most notably; Increasing understanding the card can be used on low cost items Increasing the likelihood that customers would use their card more frequently

Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics