AMEX Builds IRL Rapport With Customers With London Pop-Up Experience

AMEX Builds IRL Rapport With Customers With London Pop-Up Experience
Brand Activation & Immersion

American Express' new immersive experience connects with customers about their personal and professional goals, helping the company integrate its brand into customers' everyday lifestyles and increasing engagement

Todd Neikirk
  • 15 june 2018

People chasing their dreams need plenty of help along the way. This is the premise behind American Express‘ new “Powerful Backing” campaign. In an effort to show support to current and potential customers, the company is launching an immersive pop-up in London’s Exchange Square.

The experience aiming to let visitors “get recharged and powered up” consists of 3 parts: a Japanese forest for relaxation and reflection, a jungle zone for dancing and energy and a Power-up zone to provide an extra boost. The experience will also include music provided by DJ Maya Jama.

It can be difficult for a company to promote a campaign like “Powerful Backing” through print or television ads. The immersive pop-up is an interactive way for American Express to relate to customers IRL and on a more personal level, helping build engagement and awareness of the company as part of consumers’ lifestyles and not simply a financial service brand. The exhibit, which debuts this week, is part of a larger #AMEXLife campaign running throughout the year.

American Express

Lead image: American Express via Instagram

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