How Amex made health club members feel like gold this festive season

Challenge

Winning festive attention where health club members are switched on

Amex wanted to put its Gold x Platinum cards in front of an ABC1, lifestyle-driven audience already primed to value the rewards and status that come with the card, right as the festive season approached.

The objective was to combine deep reach in London, home to Amex’s core audience, with a wider UK footprint through Bannatyne’s health club network.

Activation

D6 screens across London health clubs, putting Amex Gold x Platinum in front of members throughout the festive run-up.

• Deployed across every The Gym Group site inside the M25, putting Amex Gold x Platinum creative in front of London's health club members throughout the festive run-up.
• Extended nationwide through key Bannatyne locations across the UK, broadening reach well beyond the capital.
• The four-week campaign ran through November and December, landing the card in front of members exactly when festive spending decisions were being made.

Key Outcomes

8.57m+ impressions recorded with a 34% uplift in product consideration for AMEX

We ran an independent brand study with Happydemics, comparing 250 health club members exposed to the Amex campaign against a matched control group of 250 non-exposed members.

Campaign Imagery