Case
Client
AMERICAN EXPRESS
Project
Paint the town blue
Type
Local activation
B2B outdoor sales activation in Stockholm
NRG Agency helped American Express build local trust and boost engagement with small merchants by bringing the Paint the Town Blue campaign to life through street-level activations and real-world interactions across Stockholm.
BRIEF
American Express set out to deepen its connection with Stockholm’s small merchants by challenging outdated perceptions and building local trust. The goal? Strengthen relevance among potential and existing B2B customers, mainly small business owners, while making the brand feel genuinely local.
SOLUTION
NRG Agency brought Paint the Town Blue 2.0 to life across Stockholm with a bold presence in the streets and real-time merchant activations. From door-to-door outreach to in-store moments and branded experiences, we transformed AMEX from a name on a card to a neighbor who gets it—showing up where people work, walk, and live.
RESULTS
The campaign didn’t just boost visibility; it shifted perception. AMEX was seen, heard, and felt—growing merchant engagement, sparking conversations, and creating authentic connections throughout the city.
The campaign nearly doubled merchant visits, increasing from 800 (2024) to 1,484 (2025).
Hangers where put up on merchants’s doors the morning of the event. To catch their attention and clearly connect to the concept, we designed them to look like transaction machines.
An impactful brand impression was key when designing the mobile unit.
Key figures
1 454
Merchants visited
303
POP and goodie bags distributed
94%
Welcomed acceptance
999
Coffees served
Services
CREATIVE
Concept development
Event design & set-up
Merch design & prod.
OOH marketing
SoMe marketing
Copywriting
MANAGEMENT
Staff reqruitment & briefing
Planning & reporting
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