Amex: The Business Explorer

Problem: While the consumer Explorer card was performing well, acquisition for the Business Explorer card was dwindling.

Insight: Business owners often can’t justify the time and expense for personal travel, placing more value on business growth rather than personal growth.

Strategy: Show how earning rewards points on your business expenses can be used to enrich you as a person, and in turn, your business.

Idea: To do this we joined the founder of Fishbowl (a popular sashimi salad restaurant chain in Sydney) on a journey to Japan and the roots of his craft. The campaign was delivered through a series of content videos, digital display, and editorial pieces in partnership with The Guardian.

Results: Business Explorer card acquisitions increased by 20% the following quarter.