North Mezzanine
50 Carrington St,
Sydney NSW 2000
Ph +61 8333 0000
AMEX presents
Billie's Diner
The fan-fuelled experience that matters
Billie’s Diner offered fans a playful, immersive pre-show experience that channelled Billie Eilish’s unique style and values, while showcasing the kind of access only American Express can offer. Set just beside the Qudos Bank Arena foyer, the diner put a bold, Billie spin on a classic American icon—plant-based treats, nostalgic arcade games, and visual moments designed to be snapped, shared and remembered.
For fans, it was a chance to connect with the artist they love in a setting that felt unmistakably hers. Guests could tuck into French Fry Ice Cream Sandwiches, sip blue slushies, pose under the glowing neon diner sign, or slide into a booth with friends. Every detail—from the photo moments to the merch rewards—was crafted to celebrate the fandom and bring fans closer to Billie’s world.
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For American Express Card Members, that connection ran even deeper, with early access perks and exclusive giveaways designed to elevate their experience.
Across four nights, more than 3,000 fans walked through the diner doors—exceeding attendance targets by 88.5%. Feedback was strong, with 78% of attendees more likely to recommend American Express after the experience, and 76% expressing interest in its products.
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Billie’s Diner proved that when you meet fans with something authentic, imaginative and rewarding, American Express creates the kind of fan-fuelled experiences that matter.
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CREATIVE THINKING: The colab that matters
The GUTS Club activation created an immersive platform for Olivia Rodrigo fans, seamlessly blending her artistic identity with American Express’s commitment to delivering elevated experiences. Designed as an extension of the concert, the activation connected fans with the artist they love through creative and interactive moments.
Inspired by Olivia Rodrigo’s bold identity, the activation featured creative touchpoints such as the OR Bedroom selfie space, GUTS and Glitter make-up stations, and the Can't Catch Me Now wind machine prize grab. These experiences offered attendees personal and shareable moments that enhanced their connection to the artist.
The GUTS Club exceeded expectations, with over 2,700 attendees engaging across two nights—43% above target—and generating 3.6 million impressions. By blending exclusive experiences with seamless design and execution, the activation demonstrated how American Express creates unique, elevated moments for fans, reinforcing that experiences are better #WithAmex.