Amex
Every Stop Along the Way
NYC & CHI Subway Takeover | 2021
My Role:
ACD
My team was challenged to develop an OOH campaign that was relevant, effective, and hyper-localized that prompted Amex to be top-of-wallet for transit, drive contactless payments, and increase perception of coverage at small businesses.
10
unique design concepts
40
comped stock photos
50
neighborhoods in NYC & Chi
75
localized copy variations
88% ad likeability
+21% increase in brand favorability
+29% increase in brand association
+38% increase in likelihood to use Amex contactless to pay for transit
40% average ad recall, 7 points above the industry average
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