Malaysian Media Awards Winners Showcase

Challenge
American Express faced serious challenges: High terminal fees deterred merchants, while customers refused to carry AMEX as it wasn’t widely accepted. To woo customers in a saturated, heavily-advertised market, we had to differentiate ourselves via the experiences that AMEX offered. 

Solution
We built our solutions on the insight that 70% of American Express users are Chinese and love exquisite dining experiences. We created customized content with a personality who embodied the American Express manifesto. We selected celebrity Wong Chui Ling, renowned for her food expertise. Given TV’s high affinity with our target audience, we appointed Wah Lai Toi as official partner and cross-advertised on TVB Xing He. 

Execution
AMEX, partnering with Chui Ling, co-created a series of 8, 2 min capsules entitled “ The LINGering Flavour”, which aired on Wah Lai Toi. –8 Signature Amex Menu were created, for TV and for AMEX customers. –Chui Ling’s casual card usage, redeeming the Signature Menu and paying bills, was an unobtrusive feature of the product. –Chui Ling’s hosting was brand endorsement. –LINGering Flavours featured on multiple platforms

(Chui ling’s social platform, TV etc). 

Results
Total dining spend for American Express rose by a whopping 40%, an incremental of more than RM 10 mil in billings. –An Incremental of 57% of platinum customers who used their card for dining.