American Express launched a new global brand strategy to reignite the brand, drive consideration and generate demand.
'The Powerful Backing of American Express'
THE CHALLENGE
Prove to the Platinum Card Member that AMEX has their back when it comes to their passion points.
London Fashion Week is typically an industry-only cultural moment. Until we brought Platinum Card Members a LFW experience like no other. Platinum House captured the energy and inspiration of the bold and experimental LFW scene, giving members access to top designers, music artists, performers, influencers, celebrities, michelin restaurants, beauty experts, travel style and trending fitness.
Plus, American Express Platinum backed designer and it girl Alexa Chung’s first ever LFW show, including providing Platinum House as the venue for her show after party.
4 Days of pure entertainment.
American Express - ‘Don’t London Fashion Week Without It’
Integrated: Experiential, Social, Influencer, Press, eCRM
THE EXPERIENCE
Platinum House was hosted at The College, the original site of Central Saint Martins College of Art and Design – a fashion and arts university whose alumni include Alexander McQueen, Stella McCartney and John Galliano. We transformed the classic architecture of these fashion-fueled halls into a speakeasy of sorts, bringing to life the spirit and benefits Platinum for Card Members and notables on the fashion week scene.
Guests enjoyed entertainment by James Bay & SG Lewis, wellness classes by Equinox, dining by Tredwells, Duck & Waffle and Hakkasan plus Sarah Andelman curated her first concept store since the closing of Colette, featuring top London Designers including Alexa Chung. Tom Marchant of Black Tomato curated a series of ‘hidden London’ recommendations, delivered to guests via discoverable experiences throughout the Platinum House and Jen Rubio of Away delivered a live art wall, featuring London street artist Jay Kaes.
RESULTS
Total Attendees: 1,680+
Coverage has resulted in a total of 467.2M+ impressions from:
315.4M+ media impressions
2.6M+ earned social impressions
149.2M+ partner social impressions
"Incredible work - I am so proud of this entire team!!!! Killerrrrr"
Amy Marion, VP Global Experiential Marketing & Talent Marketing, American Express
THE EVENT ANATOMY
ALEXA CHUNG AFTER SHOW PARTY
AMPLIFYING THE EVENT OUTSIDE OF THE WALLS
Integrated multiple channels for maximum reach and impact
SOCIAL
This wasn't about talent and influencers attending the event, they created the event itself with us and AMEX. This was a partnership, their story and craft were brought to life throughout the event experience meaning that they were engaging their audience in a conversation that was authentic and shifted the perception of the brand.
PR
Stories spanned pre-event Vogue articles spotlighting the Influencer partnerships to post event Talent news pieces.
Role - Creative Director
