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AWARDS
  • 2024 ESA Awards
    • Ceremony
    • FAQ & Dates
    • Categories
    • Judges
    • Partners
  • Previous Awards
    • Winners & Shortlist
    • ESA Best of Europe Hall of Fame
    • Case Studies
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BST Hyde Park Is Epic #withAmex

This summer, Amex stole the show at BST Hyde Park by revolutionising the festival fan experience. In the first year of partnership and supported by a multi-channel campaign, Amex created the biggest and most engaging brand activation ever on-site, wowing Cardmembers, fans, the media and AEG.

Amex and AEG have a longstanding relationship and heritage in bringing award-winning music experiences to global audiences, and identified BST Hyde Park as the perfect event to deliver on Amex’s challenging new strategic direction: engaging a younger Gen Z and Millennial audience to ultimately drive brand consideration amongst both Cardmembers and Prospects.

Together, Amex and AEG created a 360-degree activation that delivered ground-breaking enhancements to the fan experience at the biggest and most premium music festival in Europe – ultimately engaging over 200k fans and reaching over a billion more, demonstrating Amex’s “Powerful Backing” brand promise and driving substantial value across the entire business.

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