The Brief

Get young, passionate music fans who visit Amex venues to see Amex as their key to an elevated music experience.

The Strategy

Prospects don’t know what benefits an Amex card gets them,
so use surprise and delight to show them.

The Idea

Stylised, ‘reverse card machines’, which reward all prospects with something more.

The Execution

More Machines

Oversized, theatrical ‘card machines’ which pop up in UK music venues, offering passionate music fans something ‘more’ to elevate their night.

Anyone who visits the unmissable, intriguing machines can challenge their music fandom with simple questions, typing in the answer (manifesting as a 4 digit pin) to be rewarded with one of Amex’s many benefits.