American Express: AMEX Serve Campus Program

American Express Serve, a prepaid debit account with online access, wanted to show college students the value of Amex Serve as a part of the trusted American Express brand.

Situation Focusing on 16 major college campuses nationwide, YMC tasked brand ambassadors with educating their peers on the value of Amex Serve via fun events and word of mouth marketing.

Solution

Partnerships with on-campus Greek organizations and clubs

Brand ambassador-illustrated financial scenarios

Amex-sponsored Get Served events

Results

5K

Qualified emails acquired in an 8-week period

650%

Increases in brand awareness on program campuses

150%

Of goal reached for new account sign-ups

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