American Express launches one-night-only music gig ‘Lime Cordiale & Friends’ via Dentsu Creative, BRING, UM, Ogilvy PR, Studio Messa and Jack Nimble

American Express Australia is cementing its appeal to a new generation of consumers by teaming up with Australian TikTok sensation, actress, musician, podcaster and comedian Millie Ford as the official ambassador of the new American Express Essential Rewards Credit Card. To celebrate the launch of the new card, American Express hosted a one-night-only music gig ‘Lime Cordiale & Friends’ created in conjunction with Dentsu Creative, BRING, UM, Ogilvy PR, Studio Messa and Jack Nimble.

Held on Friday 19th July at Liberty Hall in Sydney, attendees enjoyed an hour set by the Australian pop-rock band, Lime Cordiale who was joined on stage by Set Mo and special guest, Ruel who flew into Australia especially for the event to join Lime Cordiale on stage.

The sold-out 1,000 person ticketed event was $9 per ticket, matching the monthly fee of the new credit card, with all ticket proceeds going to support the music industry via supportact.org.au. The event showcased the little bit extra the card provides including a surprise performance from Ruel, which was kept top secret until he appeared on stage, a new songwhich was dropped by Lime Cordiale and Ruel on the night, complimentary Mary’s Burgers, exclusive merch andmore.

Recently recognised by Finder as Australia’s most rewarding credit card for eats and drinks, the new American Express Essential Rewards Credit Card is set to appeal to a new generation of Aussie consumers with rich rewards for spending on dining, retail and streaming services.

Speaking about the partnership, Ford (pictured below) says: “American Express has long been a brand that I’ve admired. I understand how important it is to have the means to be financially empowered and live life to the fullest. Anyone who has ever aspired to be part of the incredible world of added extras, access and service that come with Amex, can be, through the new American Express Essential Rewards Credit Card.”

Says Will Thorne, vice president of acquisition for American Express Australia: “The American Express Essential Rewards Credit Card has benefits and features that will appeal to Gen Z and Millennials who are looking to get a ‘little bit extra’ back on their spending. We want to show them the powerful backing that comes with American Express and this new card is part of our continued efforts to drive brand relevance across generations.

“Lime Cordiale & Friends continues American Express’ ongoing support of the music industry and backing the goals, ambitions and passions of musicians, businesses and fans which we have been proudly doing for many years now.”

Says Cate Stuart- Robertson, chief client officer, dentsuMB: “The event was the perfect way to kick off the launch of this card aimed to attract a younger audience. It’s all part of our larger campaign of Expect Extra which flows across OOH, video, audio and digital.”

Says Adam Ireland, managing director, BRING agency: “As a brand, American Express is one of the most consistent backers of Australian music and artists and so it’s no surprise that they’ve lent into the number one passion point for Gen Z and millennials once again to launch the new American Express Essential Rewards Credit Card – we’re thrilled, as always, to play a meaningful role in a major Amex campaign.”

Client: American Express
Creative Agency: Dentsu Creative
Media: UM
Entertainment and Talent Agency: Bring, Universal Music For Brands
Publicity and Talent Agency: Ogilvy PR
Experiential Agency: Studio Messa
Social Creative & Production: Jack Nimble