Mindshare handled media for the campaign, with North Strategic on PR and influencer relations, BT/A on experiential, Notch Video on social and Ogilvy on creative. I heard great things about it but the way the rewards work is kind of confusing any tips on how to maximise it’s use. Earn 5x points on eligible eats & drinks, including restaurants, bars, grocery stores and food delivery in Canada 1. Barnes said OOH in urban areas is also part of the investment. Just got approved for an amex cobalt any tips. The annual interest rate is 19.99 on purchases and 21.99 on funds advances. The broader campaign for the Cobalt Card, entitled “You Do You,” involves heavy investments in digital and social, with more than 75 influencers and celebrities (including Toronto Blue Jay Marcus Stroman) appearing in social content. American Express’s new customers are typically in their mid-40s, so Barnes said the campaign is going “all-out” to capture millennials’ attention. “The restaurant is almost like a Trojan horse through which we can communicate the message of the campaign,” he said. The Cobalt Social is the first time Amex has created a pop-up restaurant, and Barnes said its strategy is all about the social media buzz. It’s marketed toward urban-dwelling millennials, and one of its key features is to offer five times the rewards on any food-related purchases. The restaurant was conceived to highlight a feature on American Express’s newest card product, the Cobalt Card. The restaurant featured specially created menus from celebrity chef Gordon Ramsay and locals Antonio Park and Matty Matheson.Īccording to David Barnes, VP of advertising and communication with American Express, tickets to the restaurant (which were only available online) sold out within 15 minutes of its launch.įor those unable to make it to the restaurant in person, limited quantities of Ramsay’s dishes were also made available for free this week through UberEats.īarnes said that, strategically, the pop-up wasn’t just about connecting with millennials because they’re known to enjoy good food. But Toronto’s latest branded pop-up restaurant doesn’t come from a food brand at all - it’s from credit card company American Express.Īmerican Express opened The Cobalt Social for a week in Toronto’s quirky Kensington Market neighbourhood with some famous names behind it. It’s common for food brands to promote themselves through pop-up restaurants in the last year, MiC has seen hip-yet-temporary ventures into food service from the likes of Delissio, Classico, Häagen-Dazs and more.
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