2. POSITIONING
ight
Consume r Need/Ins things
and try new
experience
I want to m
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and lift myself high about how
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inexperienc hat I want
to achieve w
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Product Pro
me gives
that
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my
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Product T but in dail
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ecial days
Not just for sp fers, points, and No one else has the ra
nge of
with of t can help hatever
life too – l tools tha u are lifestyle partners, so w
ncia
smart fina the lifestyle yo your passion, you can
access
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you achie them more easily
o pursue
inspired t
3. MESSAGING
GREAT LIFESTYLE REWARDS ME EVERYDAY DIGITAL CONVENIENCE
EXPERIENCES
Amex shares the best offers I use Amex for everyday Amex brings me the latest
and navigates for me. I feel purchases in everyday places. digital technology and apps
KEY confident that whether it’s a And I can easily Pay with Points that make it easy to manage
MESSAGE new restaurant or money-off
deal, if I choose one, I’ll have
for all kinds of things that
enhance my new exciting
my money and maximize the
value I get from it.
a great experience. lifestyle.
With Amex I am confident to Amex makes it easy for me to With Amex I can afford to have
try new experiences and even enhance my lifestyle through its fun taking on new challenges
make recommendations to my rewards program because I earn because they bring me the
EMOTIONAL friends because Amex provides rewards on everything I buy latest in digital technologies
BENEFITS me with great suggestions and which I can then easily use (pay
with points) for quality branded
that help me take advantage of
great deals as well as manage
offers that open doors to places
that will create the lifestyle I’m goods and at a huge range of my money better
looking for. partners
7. GREEN x ME = STARTING SOMETHING NEW
I searched for special restaurants on the Green Smartphone site
to organize a birthday party. She seemed ecstatic. It made the
other guys jealous. It’s not such a bad idea to push the limits from
time to time. My Green Way Starts.
Green helps you search for restaurants with special offers and
navigate to them. Just leave your dates and parties to us.
Mygreenway.com
Ever since I got these shoes I’ve wanted with Green points,
running has become my ritual. I’m even thinking of entering a
full marathon. And this morning, I gathered up the courage and
said “hello” for the first time. My Green Way Starts.
With Green, you can use your points to pay for items you want.
You’re free to use them the way you want. Mygreenway.com
I use Green for everyday shopping. Because the Green app tells
me how much I’ve spent, I can be spontaneous to try new things.
Now I’m trying to bake cupcakes for the first time in my life. My
Green Way Starts.
Green helps you check your daily expenses easily. It’s the strong
ally for people who want to manage their finances smartly.
Mygreenway.com
9. 360 CAMPAIGN ENHANCEMENT
• Online campaign to maximize the communication effectiveness within the limited budget.
Online%Campaign% Tokyo%Marathon%Event%Sponsorship%
Photo%Contest%%
Prize%
%
JPY%1M/month%%
AMEX%is%an%official%sponsor%
of%Tokyo%Marathon%2013%
Ambassador%
Interview%
%
10. 360 CAMPAIGN ENHANCEMENT
R25#Amex#Rack#Decora;on##
#
Leverage station/in-train media in order to
secure effective reach to the target. R25#Amex#Special#Edi;on#(Aug#6&)
#
R25
R25 acts as the voice of an “elder advisor” to younger
businessmen, covering various topics including general news,
celebrity interviews, and product reviews.
Circulation: 100,000 in Kanto area
Distribution : Stations
JR#In&train#Ad#(Aug#6&)
#
JR#In&train#Ad#:##26,400&posters&in&20&rail&lines&
(7,000&cars)&&Reach:&16.8M&commuters&
