Challenge

How we can use our existing media space to celebrate and promote American Express merchants and position our new global tagline: “Don’t live life without it”?

Solution

We created the first geo-located smart taxi tops, so every time they drive by one of our merchants stores, the digital taxi top will showcase the name of the merchant in real time. For example, the messaging will change from “Don’t live life without it” to “Don’t Macys without it”. Communicating immediately that our merchant store accepts American Express.

Results

Our digital activation generated over 1 million impressions promoting our business partners and positioning American Express as the most accepted card in NY City. The initiative became one of the most successful B2B digital campaigns for AMEX.