Amex ZA: Joburg Series
American Express’s partnership with Keyes Art Night sought to deepen its connection to Johannesburg’s cultural fabric while supporting local arts and culture.
The brief
American Express sought to deepen its connection to Johannesburg's cultural fabric while reinforcing its premium positioning. By partnering with Keyes Art Mile's established Keyes Art Night programming, we could offer cardmembers authentic engagement with the city's art scene while providing exclusive benefits that embody the brand's premium status. The challenge was to create meaningful differentiation within an existing cultural platform, ensuring American Express added genuine value to both the experience and their cardmembers' lifestyle.
The transformation
Cultural integration
We leveraged Keyes Art Mile's existing cultural ecosystem, aligning American Express with an authentic platform that already attracted their target audience.
Exclusive access
By creating a private MIX Bar experience, we transformed a public cultural event into an opportunity for premium brand engagement, offering cardmembers distinctive benefits.
Community connection
Rather than creating a separate event, we enhanced an established cultural moment, demonstrating American Express's commitment to supporting local arts and culture.
November 2024
June 2024
Exclusivity meets culture
Our strategy focused on harmonious integration rather than disruption. While the public enjoyed Keyes Art Night's rich programming of exhibitions, workshops, and performances, American Express cardmembers discovered an additional layer of luxury through exclusive access to MIX Bar, complete with curated canapés and welcome cocktails. This approach reinforced the brand's premium positioning while supporting, rather than competing with, the venue's established cultural significance.