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AMEX THE GUTS CLUB: THE COLLABORATION THAT MATTERS

AMEX presents Training Season

The performance-powered experience that matters

Training Season gave Dua Lipa fans the chance to warm up before the main event—with a high-energy pre-show experience designed to move people, quite literally. Held in the hour before each of Dua’s three Sydney shows, the activation transformed the Qudos Bank Arena foyer into a fully choreographed world of music, movement and mirrorball moments.

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It was all about immersion, with fans stepping into Dua’s orbit through interactive dance zones, bold photo ops, and exclusive Card Member perks—reaffirming that experiences are always better #WithAmex.

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The headline moment was the choreographed dance studio, where fans joined professional dancers to learn official Dua Lipa routines, or simply watched the energy unfold. Around it, a mirrored neon tunnel, make-up selfie mirrors, and a cage photo opp—an instant favourite inspired by Dua’s Grammy performance—offered visual moments to capture and share.

 

A live DJ played Dua hits while the merch bar rewarded early arrivals—especially American Express Card Members, who scored exclusive Training Season sweatbands and hats—proving that a little access goes a long way

WHY THIS XXX MATTERS

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Over three nights, the activation welcomed more than 3,500 fans—exceeding the target by 134% despite a tight 70-minute window. Of those surveyed, 100% said they were likely to recommend American Express after the event, and 62% agreed the brand offers relevant experiences and services.

 

With 81% joining the choreo moment and 87% vibing to the DJ set, Training Season showed that when fans are invited to participate—not just spectate—American Express delivers the kind of fan-fuelled experiences that matter.

WHY THIS XXX MATTERS

INSIGHT

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STRATEGIC THINKING

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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.

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