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by search words separetely: american — 3116 results , express — 3520 results , card — 5042 results
  • Award winner ad! American Express: "Whats Your 20?" TV Commercial  by Ogilvy & Mather New York, Hungry Man American Express: Whats Your 20?
    TV & Cinema
    American Express Company,
    American Express, Ogilvy & Mather New York
    United States
    ... American Express Company American Express Hungry Man Ogilvy & Mather New York Director Bryan Buckley + Production Company Hungry Man Tina Fey American Express’s loyalty-based EveryDay credit card offered users a 20% bonus on points accrued when the card was used 20 or more times in a business cycle. “What’s your 20?” became the closing line for all communications used for the card. With multi-tasking moms in its sights for this campaign, American Express centered on the “20” of comedian Tina Fey in an ad campaign deemed the most effective of all spots shown during the Oscar Awards. Amex was the sixth-most discussed brand on social media on Oscar night and research found that 62% of viewers indicated an increased likelihood to use the card. Agency: Ogilvy New York Client: American Express ...
  • American Express B.O.D.: "Billetera ( Wallet )" TV Commercial  by Creatia Publicidad, King vs Kong B.O.D.: Billetera ( Wallet )
    TV & Cinema
    B.O.D., American Express B.O.D.
    Creatia Publicidad
    Venezuela
    ... B.O.D. American Express B.O.D. American Express B.O.D. Creatia Publicidad King vs Kong New Credit Card American Express B.O.D ...
  • American Express: "Extra card gold" Direct marketing  by Ogilvy & Mather Amsterdam American Express: Extra card gold
    DM
    American Express Company,
    American Express, Ogilvy & Mather Amsterdam
    Netherlands
    ... card gold American Express Company American Express Ogilvy & Mather Amsterdam Media: DM Category: Financial services Agency: Ogilvy Brand: American Express Geo: Europe, Netherlands Together 1 Card. > Together 1.000 free Awards Miles and an extra Flying Blue - American Express Card. With the extra card you share all the benefits of Flying Blue - American Express ...
  • American Express: "Extra card green" Print Ad  by Ogilvy & Mather Amsterdam American Express: Extra card green
    Print ads
    American Express Company,
    American Express, Ogilvy & Mather Amsterdam
    Netherlands
    ... card green American Express Company American Express Ogilvy & Mather Amsterdam Media: DM Category: Financial services Agency: Ogilvy Brand: American Express Geo: Europe, Netherlands Together 1 Card. > Together 1.000 free Membership Rewards Points and an extra American Express Card. With the extra card you share all the benefits of American Express ...
  • American Express: "WELCOME TO SMALL BUSINESS SATURDAY" Online Advert  by Digitas American Express: WELCOME TO SMALL BUSINESS SATURDAY
    Online
    American Express Company,
    American Express, Digitas
    United States
    ... American Express Company American Express Digitas Advertiser: AMERICAN EXPRESS Agency: DIGITAS Category: Best Digitally Led Integrated Campaign Advertising campaign: WELCOME TO SMALL BUSINESS SATURDAY Brief Explanation In 2010, American Express created Small Business Saturday® (SBS), an official shopping day between Black Friday and Cyber Monday, to help fulfill American Express ...
  • American Express: "WELCOME TO SMALL BUSINESS SATURDAY" Direct marketing  by Digitas American Express: WELCOME TO SMALL BUSINESS SATURDAY
    DM
    American Express Company,
    American Express, Digitas
    United States
    ... American Express Company American Express Digitas Advertiser: AMERICAN EXPRESS Agency: DIGITAS Category: Financial Products & Services Advertising campaign: WELCOME TO SMALL BUSINESS SATURDAY Outcome In 2012, nearly 28,000 visitors were driven to ShopSmall.com by digital direct channels, including emails and internal banners. These visitors had a higher completion rate among tools found on the site:•SBO Toolkit - 10.7% completion rate (2.6% for those not driven by direct channels (i.e., 4x as likely)And when organizing the Ambassador Program, 75% of the total Chamber submissions were attributed to emails sent out inviting them to participate. Because of the Activation Pack, participants reported increased customer traffic, higher frequency of AmEx swipes, and a desire to participate in similar programs in the future. Execution Both the email communications and Activation Pack were uniquely targeted approaches to directly communicate and activate small businesses.Content ranged from announcing the day, encouraging the use of the tools found on ShopSmall.com, reminding consumers to Shop Small on November 24, and thanking them for their participation post-SBS.The Activation Pack was a no-brainer to gain the interest of Chambers and offer them a turnkey way to rally their local small businesses. Filled with SBS and Shop Small collateral that could be easily handed out to excite consumers, the Pack was a huge success. Client Brief Or Objective During the holiday season, small businesses can often be overlooked by shoppers who usually think of large, national retailers first. In 2010, American Express created Small Business Saturday® (SBS), a new shopping day between Black Friday and Cyber Monday, to help fulfill American Express OPEN®’s mission: helping businesses do more business. The objective of the third annual SBS was to connect directly with small business owners (SBOs) to educate them on how they could make the day their own, and community activists, who could help rally their local communities in support of SBS and shopping small. Implementation A direct component of the 2012 campaign was the Ambassador Program Activation Pack. The Ambassador Program was created, in partnership with the U.S. Chamber of Commerce, to rally communities nationwide. Nearly 50 Chambers received an Activation Pack (including Shop Small® branded gift cards, a printed banner, tote bags, and balloons) to help create community events, with the focus on local business participation.Additionally, direct, dynamic email communications system was in place to reach SBOs nationwide. Branded emails were versioned and respectively sent to American Express ...
  • American Express: "WELCOME TO SMALL BUSINESS SATURDAY" Promo / PR Ad  by Digitas American Express: WELCOME TO SMALL BUSINESS SATURDAY
    Promo
    American Express Company,
    American Express, Digitas
    United States
    ... American Express Company American Express Digitas Advertiser: AMERICAN EXPRESS Agency: DIGITAS Category: Financial Products & Servcies Advertising campaign: WELCOME TO SMALL BUSINESS SATURDAY Relevancy We wanted to provide an incentive to activate to consumers support their local small businesses. But because the main focus was on the SBOs taking ownership of SBS, we designed a toolkit that could be leveraged in countless ways. A similar toolkit was leveraged for community supporters.Many SBOs may not know the best way to advertise online—or be able to afford it. So we created the online ad tool to give them just that—free online ads locally placed with premium publishers. Outcome The Small Business Saturday Facebook page reached over 3.2 million “Likes” in 2012, and consumer awareness of the day skyrocketed to 74%. The increased awareness translated into higher spending. Those US consumers who were aware of SBS spent a total of $5.5 billion with independent merchants.Over 100,000 business owners took advantage of the tools on ShopSmall.com. And over 720,000 businesses had installed permanent POP placements encouraging customers to Shop Small. From the free hyper-local ad tool, we served over 47 million local impressions on behalf of 26,000 small businesses across the country. Implementation For shoppers, we created an interactive map of qualifying merchants in their area and gave $25 statement credits to Cardmembers who shopped at these merchants on Small Business Saturday. Business owners could download a turnkey toolkit and customized in-store signage, read success stories from other SBOs. And most innovative of all, SBOs could use an online ad tool to easily customize free, hyper-local, online display ads. Community supporters were able to share and promote the day through multiple social media platforms and resources from a downloadable toolkit. Client Brief Or Objective During the holiday season, small businesses can be overlooked by shoppers as large, national retailers often get the attention. In 2010, American Express created Small Business Saturday® (SBS). It’s an official shopping day between Black Friday and Cyber Monday, to help fulfill American Express OPEN®’s mission: helping small businesses do more business. The 2012 SBS objective was to empower small business owners (SBOs) to make the day their own and encourage others to support their local communities. As a financial institution, American Express ...
  • American Express: "ADCREATOR" Online Advert  by Digitas American Express: ADCREATOR
    Online
    American Express Company,
    American Express, Digitas
    United States
    ... American Express Company American Express Digitas Advertiser: AMERICAN EXPRESS Agency: DIGITAS Category: Branded utility/tool (for digital) Brief Explanation In 2010, American Express created Small Business Saturday®, an official shopping day between Black Friday and Cyber Monday, to help fulfill American Express ...
  • American Express: "HIDDEN TALENT" Direct marketing  by OgilvyOne London American Express: HIDDEN TALENT
    DM
    American Express Company,
    American Express, OgilvyOne London
    United Kingdom
    ... American Express Company American Express OgilvyOne London Advertiser: AMERICAN EXPRESS Agency: OGILVYONE LONDON Category: Acquisitions Advertising campaign: HIDDEN TALENT Business Director: Beccy Stanley (Ogilvy/Mather) Executive Creative Director: Charlie Wilson (Ogilvyone) Account Executive: Christopher Doggett (Ogilvy/Mather) Managing Partner: Shailen Joshi (Ogilvy/Mather) Business Director: Rasheed Bulsara (Ogilvy/Mather) Experience Planner: David Hofmeyr (Ogilvy/Mather) Creative Partner: Dennis Lewis (Ogilvy/Mather) Executive Creative Director: Emma De La Fosse (Ogilvyone) Planning Partner: Hilary Woods (Ogilvy/Mather) Managing Director: Ros King (Ogilvy/Mather) Creative Partner: Arthur Parshotam (Ogilvyone) User Experience: Dan Coppock (Ogilvy/Mather) Project Director: Neil Hampshire (Ogilvy/Mather) Execution American Express cards can do much more than you realise, and whilst it’s great to talk about all the benefits, bringing ‘Realise the Potential’ to life by seeing people discover their own hidden talent is much more engaging. However, this wasn’t restricted to a lucky few, but allowed people all of the UK to take part, enrich their lives and discover how American Express can help them unlock potential every day.As a result, viewers were 3x more likely to be aware of the ‘Realise the Potential’ brand proposition and considered it highly appropriate to the American Express brand. Client Brief Or Objective Hidden Talent brings to life the American Express brand promise of ‘Realise the Potential’ for a new generation and a new potential member base. Hidden Talent was designed to break the mould in a market dominated by APR and offers. It walked the walk of its mission of ‘Realise the Potential’ by helping people discover and nurture their hidden talents. It immersed them in brand content and drove card acquisition by demonstrating how American Express cards do much more than they thought and could help them to realise potential in their own lives. Implementation ‘Realise the Potential’ was brought to life using scientifically based tests to help people find and nurture their own hidden talent. This wasn’t done through a 60’’ TV commercial or even a 3 minute infomercial but a 6 show primetime TV series. It was the show not the Ads that built the brand and drove sales. What made it unique was the socially fuelled engagement programme that amplified the programme through scientific online tests. Prospects were then nurtured through a retargeting campaign including standard, video and interactive display and search to drive 795,000 visits to Amex online channels and application. Outcome Hidden Talent’s purpose was to inspire people to uncover their hidden potential through the stories of others doing the same, create linkage to American Express and drive acquisition. •9.2 million watched the show;•2.3 million went online;•Over 340,000 digital tests were taken;•53,500 Hidden Talent Facebook fans were acquired of which 40% actively migrated to Amex social channelsIndependent research found viewers were 2 x more likely to visit the Amex website, 5 x more likely to take out an American Express card and 3.5 x more likely to be the ONLY brand considered when next changing card ...
  • American Express: "UNSTAGED" Online Advert  by Digitas, Momentum Worldwide American Express: UNSTAGED
    Online
    American Express Company,
    American Express, Digitas
    United States
    ... American Express Company American Express Digitas Momentum Worldwide Advertiser: AMERICAN EXPRESS Agency: DIGITAS, MOMENTUM WORLDWIDE Category: Best Digitally Led Integrated Campaign Advertising campaign: UNSTAGED Director: Hamish Hamilton Director: Jonathan Demme Director: Gary Oldman Director: Werner Herzog Brief Explanation American Express UNSTAGED - A revolutionary new venue for live music and collaboration. Pairing iconic artists with visionary filmmakers, American Express live streams concerts in full 1080 HD that make fans at home feel like they were there. But that's not enough. The goal is to top the live music experience by offering the digital audience something they can't get in the tenth row, give them innovative ways to share their passion, not just for the artists they love, but with them. Reaching across platforms and continents, American Express ...
  • American Express: "UNSTAGED" Promo / PR Ad  by Digitas, Momentum Worldwide American Express: UNSTAGED
    Promo, Case study
    American Express Company,
    American Express, Digitas
    United States
    ... American Express Company American Express Digitas Momentum Worldwide Advertiser: AMERICAN EXPRESS Agency: DIGITAS, MOMENTUM WORLDWIDE Category: Financial Products & Services Advertising campaign: UNSTAGED Director: Gary Oldman Director: Jonathan Demme Director: Hamish Hamilton Director: Werner Herzog Effectiveness We created moments of global scale•Live Stream Views: 7MM+ (56MM+ Stream Hits)•On-Demand Views: 26MM+•Truly Global Audience: 68% US viewers, 32% global•Deep Engagement: 20min+ time On Livestream We re-defined engagement •242K+ on-page social posts (Facebook/Twitter) during live event•Twitter trending topics: USA, France, London, Indonesia, Mongolia, Japan•Digital Activation Submissions: ~110kWe surveyed fans during the live events to measure American Express brand impact•Brand Favorability: 39% Lift•Perception of American Express as innovative and forward thinking: 49%lift•“American Express provides unique music and entertainment experiences”: 68% lift Execution We’ve forged a keynote partnership and multi-year deal with two partners to create a first-ever web series dedicated to top-tier, live concerts. VEVO, brought usage rights and industry relationships, YouTube, brought scale and back-end infrastructure. This provided media inventory as well as organic editorial placementsIn 2012, the platform went beyond the PC, bringing an immersive concert experience to all screens. UNSTAGED became the first ever live-stream concert on iTV, XBOX LIVE, tablet, and mobile devices – streaming in 1080pHD & enabling users to select multiple camera angles. Strategy American Express has always strived to scale the live event to impact a broader audience, but engagement is limited to the number of seats in a venue. Historically, adjacent digital events lacked the emotion that only an in-person experience could provide. StrategyThrough the power of digital, make the online concert experience as impactful than in-person The idea: American Express ...
  • American Express: "UNSTAGED" Case study  by Digitas, Momentum Worldwide American Express: UNSTAGED
    Case study
    American Express Company,
    American Express, Digitas
    United States
    ... American Express Company American Express Digitas Momentum Worldwide Advertiser: AMERICAN EXPRESS Agency: DIGITAS, MOMENTUM WORLDWIDE Category: Best use or integration of music Advertising campaign: UNSTAGED Director: Hamish Hamilton Director: Gary Oldman Director: Jonathan Demme Director: Werner Herzog Implementation We’ve forged two key partnerships to create a first-ever web series dedicated to top-tier, live concerts. VEVO, brought usage rights and industry relationships, YouTube, brought scale and back-end infrastructure. This provided media inventory as well as organic editorial placementsIn 2012, the platform went beyond the PC, bringing an immersive concert experience to all screens. American Express Unstaged became the first ever live-stream concert on Interactive Television (iTV), XBOX LIVE, tablet, and mobile devices – streaming in 1080pHD and enabling users to select multiple camera angles. Effectiveness ChallengeHow could we create an unprecedented live event that millions of people not at the event can not just watch, but feel and literally be a part of?Objectives•Create Global Scaled Engagement: use the scale of the Internet to reach a global audience, well beyond the people who could physically attend a concert.•Impact key brand attributes: drive increases in Brand Favorability among prospects.The Idea & ExecutionA revolutionary, interactive platform showcasing one-of-a-kind content, and connecting the online audience to the live shows in unexpected ways succeeding in blurring the line between the at-home and in-concert experience. The TalentTo create an experience that redefines the notion of a live-stream event, we needed not just concerts, but global happenings. We chose artists and directors with massive popularity, social reach, and a flare for the dramatic. We showcased the unique pairings of: •Jack White directed by Gary Oldman•Usher directed by Hamish Hamilton•Kenny Chesney directed by Jonathan Demme•The Killers directed by Werner HerzogUnique Activations For each event, we created opportunities for fans to move from passive viewer to active participant, literally impacting the live concert experience in groundbreaking ways: •White Room: Jack White’s fans submitted photos to complete a digital Mosaic, along the way unlocking exclusive photos taken by director Gary Oldman •Take The Stage: Usher celebrated “Art in Motion” giving fans the opportunity to create digital dancing avatars that danced alongside him during his live performance of his hit song “Scream” •Face To Face: The Killers and Werner Herzog teamed up to bring their fans “Face-To-Face” by allowing fans around the world to submit photos holding signs representing their hometown to be featured on stage during the live performance Outcome We created music moments of global scale, creating massive resonance beyond the concert venue•Total Live Stream Views: 7MM+ (56MM+ Stream Hits)•Total On-Demand Views: 26MM+•Truly Global Audience: 68% US viewers, 32% global•Deep Engagement: 20+ Avg Time Spent On Livestream We re-defined artist and fan connection in a live experience resulting in scaled engagement •242K+ on-page social posts (Facebook/Twitter) during live event•70% of all organic social buzz branded Amex •Organic Twitter trending topics: USA, France, London, Indonesia, Mongolia, Japan•Digital Activation Submissions: ~110kWe surveyed fans during the live events** to measure how American Express Unstaged impacted key American Express brand attributes:•Brand Favorability: 39% Lift•Perception of American Express as innovative and forward thinking: 49%lift•“American Express provides unique music and entertainment experiences”: 68% lift•“American will be my choice for my next credit card”: 30% lift•Sponsorship Association with American Express: 199% lift Campaign Description American Express has a history of delivering Cardmembers premium access to entertainment experiences that reinforce the value of membership. From early on-sale tickets, to preferred seating - American Express gets Cardmembers behind the velvet rope. This approach has been successful so it’s no surprise that rival brands became imitators, introducing their own competitive access platforms (Visa Signature, Priceless.com, etc.) diluting American Express’ differentiation. Therefore our challenge is always what can American Express do next that reinvents the format and captures people’s imagination? In 2010, American Express did just that by creating ‘American Express Unstaged’: a ground breaking live streaming concert series. American Express ...
  • American Express Card: "AMEX SYNC SHOW" Promo / PR Ad  by Digitas American Express: AMEX SYNC SHOW
    Promo
    American Express Company,
    American Express, American Express Card
    Digitas
    United States
    ... American Express Company American Express American Express Card American Express Card Digitas Advertiser: AMERICAN EXPRESS Agency: DIGITAS Category: Financial Products & Servcies Advertising campaign: AMEX SYNC SHOW Client Brief Or Objective American Express created a partnership with Twitter and a new way to save just by sending a tweet. A big idea like this deserved a big launch - an audience of influencers that would tell the world. Our Objectives: •Generate scaled earned media attention with tech influencers to drive consumer appeal for the launch •Drive national consumer adoption of the productOur Audience: •Top tech and media influencers •Digitally-savvy consumers that over index on TwitterSXSW was the perfect venue, but there was still challenge: how do you command the attention of a super-conference full of “seen-it-all-before” techies? Outcome We influenced the influencers •“What If the Real 'Winner' of SXSW Was… AmEx?” – Ad Age•“The Social Credit Card: AmEx Syncs With Twitter To Turn #Hashtags Into Savings”- Fast Company•“One of the hottest tickets at SXSW? Jay-Z.” – CNN Entertainment•“Amex and Twitter Nail Social Commerce” - Forbes•“Jay-Z Rocks SXSWi to Launch American Express, Twitter Partnership” – WiredWe drove massive consumer adoption•Content Views: 5,653,512.•Twitter Trending Topics: Austin, USA, Global.•Unique Viewers: 1,740,942.•Social Engagements: 74,973.•Avg. Live Engagement: 36 Minutes.•Unprecedented increase in positive brand sentiment.•32% engagement rate for promoted trend (540% lift vs. avg) Relevancy We recognized that music is a key part of the SXSW festival, and many of the interactive crowd stay for the second week to see some of music’s biggest acts along with the next big thing. We gave interactive attendees both a product launch with talk value, and had that product unlock access to another passion point they are engaged with. The Amex Sync Show featuring JAY Z drove both awareness to consumers about the new product, but also immediate adoption and usage at scale. Sync with Twitter became the talk of the town and social feeds around the world. Implementation Enter the Amex Sync Show featuring JAY Z where at SXSW, American Express remixed music, technology and commerce in historic fashion.At SXSW, American Express ...
  • Amex: "REALISE YOUR POTENTIAL" Promo / PR Ad  by Mindshare London Amex: REALISE YOUR POTENTIAL
    Promo, Case study
    Amex, Mindshare London
    United Kingdom
    ... card applications.PR generated at $400,000.4,000 people went to the Mchef restaurant.3,375 tickets sold (sold out).1,033 photos tagged on FB. Strategy ‘Service’ is a key differentiator for American Express but one that is very difficult to showcase to someone who is not a member and equally difficult to excite existing members around.Challenge: Attract new card applicants by showcasing first hand ...
  • American Express Card: "BIG BREAK 2012" Direct marketing  by Digitas American Express: BIG BREAK 2012
    DM
    American Express Company,
    American Express, American Express Card
    Digitas
    United States
    ... American Express Company American Express American Express Card American Express Card Digitas Advertiser: AMERICAN EXPRESS OPEN ...
  • American Express Card: "BIG BREAK 2012" Promo / PR Ad  by Digitas American Express: BIG BREAK 2012
    Promo
    American Express Company,
    American Express, American Express Card
    Digitas
    United States
    ... American Express Company American Express American Express Card American Express Card Digitas Advertiser: AMERICAN EXPRESS OPEN ...
  • American Express: "AMEX SYNC SHOW" Outdoor Advert  by Digitas American Express: AMEX SYNC SHOW
    Outdoor
    American Express Company,
    American Express, Digitas
    United States
    ... American Express Company American Express Digitas Advertiser: AMERICAN EXPRESS Agency: DIGITAS Category: Stunts & Live Advertising Advertising campaign: AMEX SYNC SHOW Other Credits: Agencies: Digitas Other Credits: Ddcd Other Credits: Momentum Ww Other Credits: Pmk-Bnc Other Credits: Buck Productions Other Credits: M-Booth Other Credits: Production: The Third Act Ambient Execution Description In 2012 American Express created a revolutionary partnership with Twitter and a new way to save money just by sending a tweet. Twitter Sync empowered Amex Cardmembers to use custom hashtags to load an offer directly to their card. No coupons, no promo codes, just a new way to save. A big idea like this deserved a big launch. It needed an audience of influencers that would recognize Sync’s potential and tell the world about it.The South By Southwest Interactive festival was the perfect venue, but there was still a huge challenge: how do you command the attention of a super-conference full of “seen-it-all-before” techies?The solution? Put Sync center stage at a first-of-its-kind Twitter-powered concert: The Amex Sync Show starring Jay Z, live from SXSW. Sync with Twitter became the talk of the town and social feeds around the world. From the moment conference goers flew into Austin, the Amex Sync Show featuring JAY Z was the hottest show in Texas and Twitter Sync was the ticket in.•We offered complimentary in-flight wireless on flights to Austin during SXSW for Cardmembers, while teasing a message to sync for JAY Z tickets•We made “Sync” the hottest ticket in town. Only Cardmembers who synced and tweeted a special hashtag could score complimentary tickets to the JAY Z show for them and a friend. Tickets were gone in minutes.•To enable all of Austin to experience Sync, we incentivized everyone during SXSW to tweet a special #AmexAustin10 hashtag. Synced Cardmembers who tweeted the hashtag got $10 back on any $10 purchase they made in Austin. To influence the influencers on the ground, a major media and PR effort was deployed •We took to the panels, with executives from American Express speaking in partnership with Twitter executives about the new platform•We made mobile search a pathway to savings by serving up the #AmexAustin10 offer to anyone Google searching on a mobile device in Austin. •We partnered with Twitter to create a “Sync-outpost” at the official Twitter #Feed house •We showcased Sync each night of SXSW on a massive interactive billboard on 6th St – rallying passerby’s to tweet and tune-in for JAY Z.•We created a Sync “hub” at the Austin Convention Center where conference goers could learn about the product benefits, watch JAY Z content, and Sync their card ...
  • American Express: "AMEX SYNC SHOW" Direct marketing  by Digitas American Express: AMEX SYNC SHOW
    DM
    American Express Company,
    American Express, Digitas
    United States
    ... American Express Company American Express Digitas Advertiser: AMERICAN EXPRESS Agency: DIGITAS Category: Financial Products & Services Advertising campaign: AMEX SYNC SHOW Outcome We influenced the influencers •“What If the Real 'Winner' of SXSW Was… AmEx?” – Ad Age•“The Social Credit Card: AmEx Syncs With Twitter To Turn #Hashtags Into Savings”- Fast Company•“One of the hottest tickets at SXSW? Jay-Z.” – CNN Entertainment•“Amex and Twitter Nail Social Commerce” - Forbes•“Jay-Z Rocks SXSWi to Launch American Express, Twitter Partnership” – WiredWe drove massive consumer adoption•Content Views: 5,653,512•Twitter Trending Topics: Austin, USA, Global•Unique Viewers: 1,740,942•Social Engagements: 74,973•Avg. Live Engagement: 36 Minutes•Unprecedented increase in positive brand sentiment•32% engagement rate for promoted trend (540% lift vs. avg) Execution We recognized that music is a key part of the SXSW festival, and many of the interactive crowd stay for the second week to see some of music’s biggest acts along with the next big thing. We gave interactive attendees both a product launch with talk value, and had that product unlock access to another passion point they are engaged with. The Amex Sync Show featuring JAY Z drove both awareness to consumers about the new product, but also immediate adoption and usage at scale. Sync with Twitter became the talk of the town and social feeds around the world. Client Brief Or Objective American Express created a partnership with Twitter and a new way to save just by sending a tweet. A big idea like this deserved a big launch - an audience of influencers that would tell the world. Our Objectives: •Generate scaled earned media attention with tech influencers to drive consumer appeal for the launch •Drive national consumer adoption of the productOur Audience: •Top tech and media influencers •Digitally-savvy consumers that over index on TwitterSXSW was the perfect venue, but there was still challenge: how do you command the attention of a super-conference full of “seen-it-all-before” techies? Implementation Enter the Amex Sync Show featuring JAY Z where at SXSW, American Express remixed music, technology and commerce in historic fashion.At SXSW, American Express ...
  • American Express: "AMEX SYNC SHOW" Promo / PR Ad  by Digitas American Express: AMEX SYNC SHOW
    Promo, Case study
    American Express Company,
    American Express, Digitas
    United States
    ... American Express Company American Express Digitas Advertiser: AMERICAN EXPRESS Agency: DIGITAS Category: Best Use of Special Events and Stunt/Live Advertising Advertising campaign: AMEX SYNC SHOW Strategy American Express created a partnership with Twitter and a new way to save just by sending a tweet. A big idea like this deserved a big launch - an audience of influencers that would tell the world. Our Objectives: •Generate scaled earned media attention with tech influencers to drive consumer appeal for the launch •Drive national consumer adoption of the productOur Audience: •Top tech and media influencers •Digitally-savvy consumers that over index on TwitterSXSW was the perfect venue, but there was still challenge: how do you command the attention of a super-conference full of “seen-it-all-before” techies?Enter the Amex Sync Show featuring JAY Z where at SXSW, American Express remixed music, technology and commerce in historic fashion.We gave interactive attendees both a product launch with talk value, and had that product unlock access to another passion point they are engaged with. Execution To execute the launch we •We offered complimentary in-flight wireless on flights to Austin during SXSW for Cardmembers, while serving a relevant message to Sync for Jay Z tickets•We made “Sync” the hottest ticket in town. Only the first 1000 Cardmembers who Synced and tweeted a special hashtag in Austin got a chance to score tickets to the Jay Z show. There was a line of hundreds 8 hours before tickets became available•We incentivized everyone in Austin to use Sync by offering a $10 statement credit on a $10 purchase for any Synced Cardmember who tweeted the special #AmexAustin10 hashtag For anyone who couldn’t be there in person, an interactive live stream let millions take part in the first ever Twitter-powered concert. As fans tweeted, sync offers got better and so did the show. Tweets controlled cameras, requested songs and unlocked a limited edition Jay Z poster. Effectiveness We influenced the influencers •“What If the Real 'Winner' of SXSW Was… AmEx?” – Ad Age•“The Social Credit Card: AmEx Syncs With Twitter To Turn #Hashtags Into Savings”- Fast Company•“One of the hottest tickets at SXSW? Jay-Z.” – CNN Entertainment•“Amex and Twitter Nail Social Commerce” - Forbes•“Jay-Z Rocks SXSWi to Launch American Express ...
  • American Express: "TOOLKIT" Online Advert  by Digitas American Express: TOOLKIT
    Online
    American Express Company,
    American Express, Digitas
    United States
    ... American Express Company American Express Digitas Advertiser: AMERICAN EXPRESS Agency: DIGITAS Category: Branded utility/tool (for digital) Brief Explanation In 2010, American Express created Small Business Saturday®, an official shopping day between Black Friday and Cyber Monday, to help fulfill American Express ...
  • Amex Members Project: "REALISE YOUR POTENTIAL" Promo / PR Ad  by Mindshare Sydney American Express: REALISE YOUR POTENTIAL
    Promo, Case study
    American Express Company,
    American Express, Amex Members Project
    Mindshare Sydney
    Australia
    ... American Express Company American Express Amex Members Project Amex Members Project Mindshare Sydney Advertiser: AMEX Agency: MINDSHARE Category: Financial Products & Services Advertising campaign: REALISE YOUR POTENTIAL Client Leader: Clay Gill (Mindshare) Exchange Director: Amanda Buckley (Mindshare) E.S.P Director: Eliza Giddy (Mindshare) Joint Head Co-Creation: Adam Ross (Mindshare) Effectiveness The restaurant reviews are in – it was a massive success.30% increase in brand recognition.50% increase in personal service brand perception.21% increase in card applications.PR generated at $400,000.4,000 people went to the Mchef restaurant.3,375 tickets sold (sold out).1,033 photos tagged on FB. Strategy ‘Service’ is a key differentiator for American Express but one that is very difficult to showcase to someone who is not a member and equally difficult to excite existing members around.Challenge: Attract new card ...
  • American Express: "UNSTAGED" Case study  by Digitas American Express: UNSTAGED
    Case study
    American Express Company,
    American Express, Digitas
    United States
    UNSTAGED American Express Company American Express Digitas Advertiser: AMERICAN EXPRESS Agency: DIGITAS Category: Best use ...
  • American Express: "AMERICAN EXPRESS TRAVEL" Online Advert  by Rokkan American Express: AMERICAN EXPRESS TRAVEL
    Online
    American Express Company,
    American Express, Rokkan
    United States
    AMERICAN EXPRESS TRAVEL American Express Company American Express Rokkan Advertiser: AMERICAN EXPRESS Agency: ROKKAN Category: ...
  • American Express: "UNSTAGED PRESENTS USHER" Online Advert  by Digitas American Express: UNSTAGED PRESENTS USHER
    Online
    American Express Company,
    American Express, Digitas
    United States
    UNSTAGED PRESENTS USHER American Express Company American Express Digitas Advertiser: AMERICAN EXPRESS Agency: DIGITAS Category: ...
  • American Express Card: "OPEN BUSINESS LOUNGES" Promo / PR Ad  by Momentum Worldwide, Ogilvy & Mather New York American Express: OPEN BUSINESS LOUNGES
    Promo
    American Express Company,
    American Express, American Express Card
    Momentum Worldwide
    United States
    ... American Express Company American Express American Express Card American Express Card Momentum Worldwide Ogilvy & Mather New York Advertiser: AMERICAN EXPRESS Agency: MOMENTUM WORLDWIDE, OGILVYACTION Category: Viral Film Vice President Dialogue/Open Acquisition: Aldine Shamir (American Express Open) Account Executive: Alex Hadshi (Momentum Worldwide) Sr. Vice President And General Manager/Open Acquisition: Audrey Hendley (American Express Open) Director/Tradeshows And Field Sales: Bethany Barefoot (American Express Open) : Elpida Argenziano (Consultant) Sr. Manager/Tradeshows Acquisition: Jennifer Liu (American Express Open) Global Advertising And Brand Management: Lisa Skilling-Belmond (American Express) Vice President Group Creative Director: Phil Koutsis (Momentum Worldwide) General Manager/New York: Richard Black (Momentum Worldwide) Sr. Retail Designer: Patrick Gegen (Gensler) Vice President/Global Marketing: Troy Williams (American Express) Associate Creative Director: Joe Kantrowitz (Momentum Worldwide) Sr. Analyst/Tradeshows Acquisition: Juliana Yoon (American Express Open) Senior Art Director: Marie Roberts (Momentum Worldwide) Vice President Group Director: Nicole Kaplan (Momentum Worldwide) Executive Group Director: Sam Martin (OgilvyAction) : Laura Bingham (Consultant) Sr. Manager/Tradeshows Acquisition: Sarah Rogers (American Express Open) Project Manager: Susan Michael (Gensler) President: Susan Sobbott (American Express Open) Relevancy American Express OPEN’s mission is to help small businesses do more business. For small business owners, staying productive on the road can be challenging.The American Express OPEN Business Lounge is a quiet and comfortable work environment where Cardmembers and guests can enjoy free WiFi, an abundance of outlets and loaner chargers, internet stations, printers, meeting spaces, media screens for presentations, comfortable seating, and beverages and snacks from OPEN Cardmember companies. Lounge spaces are furnished with items small business owners need to get things done while away — just another example of the unparalleled service provided by American Express. Outcome The lounges enable OPEN to reach 54 of the top 200 tradeshows in the US without purchasing tradeshow floor space. We’ve had over 10,000 guests since opening and a 27% year over year increase in new account applications. Cardmembers are closing deals, seeing new value in having an OPEN Card, are bringing in clients and creating new leads for OPEN. Small business owners said it best: “@AmericanExpress @AskAmex The Amex lounge at #CES is a brilliant move—very impressed!”"It's an effort level above what most companies go to provide their customers benefits." - Doug Marsden, Cardmember Implementation OPEN recognized tradeshow attendees struggle to get business done during conventions. The solution was to create the first-ever, fixed business lounges at convention centers—reinventing how OPEN activates at tradeshows by entering into agreements with three of the top convention centers in the US (Javits Center/NYC, McCormick Place/Chicago, Las Vegas Convention Center). The American Express ...
  • American Express: "HIDDEN TALENT" Direct marketing  by OgilvyOne London American Express: HIDDEN TALENT
    DM
    American Express Company,
    American Express, OgilvyOne London
    United Kingdom
    ... American Express Company American Express OgilvyOne London Advertiser: AMERICAN EXPRESS Agency: OGILVYONE LONDON Category: Acquisitions Advertising campaign: HIDDEN TALENT Business Director: Beccy Stanley (Ogilvy/Mather) Executive Creative Director: Charlie Wilson (Ogilvyone) Account Executive: Christopher Doggett (Ogilvy/Mather) Managing Partner: Shailen Joshi (Ogilvy/Mather) Business Director: Rasheed Bulsara (Ogilvy/Mather) Experience Planner: David Hofmeyr (Ogilvy/Mather) Creative Partner: Dennis Lewis (Ogilvy/Mather) Executive Creative Director: Emma De La Fosse (Ogilvyone) Planning Partner: Hilary Woods (Ogilvy/Mather) Managing Director: Ros King (Ogilvy/Mather) Creative Partner: Arthur Parshotam (Ogilvyone) User Experience: Dan Coppock (Ogilvy/Mather) Project Director: Neil Hampshire (Ogilvy/Mather) Execution American Express cards can do much more than you realise, and whilst it’s great to talk about all the benefits, bringing ‘Realise the Potential’ to life by seeing people discover their own hidden talent is much more engaging. However, this wasn’t restricted to a lucky few, but allowed people all of the UK to take part, enrich their lives and discover how American Express can help them unlock potential every day.As a result, viewers were 3x more likely to be aware of the ‘Realise the Potential’ brand proposition and considered it highly appropriate to the American Express brand. Client Brief Or Objective Hidden Talent brings to life the American Express brand promise of ‘Realise the Potential’ for a new generation and a new potential member base. Hidden Talent was designed to break the mould in a market dominated by APR and offers. It walked the walk of its mission of ‘Realise the Potential’ by helping people discover and nurture their hidden talents. It immersed them in brand content and drove card acquisition by demonstrating how American Express cards do much more than they thought and could help them to realise potential in their own lives. Implementation ‘Realise the Potential’ was brought to life using scientifically based tests to help people find and nurture their own hidden talent. This wasn’t done through a 60’’ TV commercial or even a 3 minute infomercial but a 6 show primetime TV series. It was the show not the Ads that built the brand and drove sales. What made it unique was the socially fuelled engagement programme that amplified the programme through scientific online tests. Prospects were then nurtured through a retargeting campaign including standard, video and interactive display and search to drive 795,000 visits to Amex online channels and application. Outcome Hidden Talent’s purpose was to inspire people to uncover their hidden potential through the stories of others doing the same, create linkage to American Express and drive acquisition. •9.2 million watched the show;•2.3 million went online;•Over 340,000 digital tests were taken;•53,500 Hidden Talent Facebook fans were acquired of which 40% actively migrated to Amex social channelsIndependent research found viewers were 2 x more likely to visit the Amex website, 5 x more likely to take out an American Express card and 3.5 x more likely to be the ONLY brand considered when next changing card ...
  • American Express Card: "BLUE BOX REVEAL" Design & Branding  by Ogilvy & Mather New York American Express: BLUE BOX REVEAL
    Design & Branding
    American Express Company,
    American Express, American Express Card
    Ogilvy & Mather New York
    United States
    ... American Express Company American Express American Express Card American Express Card Ogilvy & Mather New York Advertiser: AMERICAN EXPRESS ...
  • American Express Card: "INTERACTIVE TV CHANNEL" Promo / PR Ad  by Mindshare New York American Express: INTERACTIVE TV CHANNEL
    Promo, Case study
    American Express Company,
    American Express, American Express Card
    Mindshare New York
    United States
    ... American Express Company American Express American Express Card American Express Card Mindshare New York Advertiser: AMERICAN EXPRESS Agency: MINDSHARE WW Category: Financial Products & Services Advertising campaign: INTERACTIVE TV CHANNEL /Senior Vice President/Experience Design: Joanna Hall (Brightline) Vice President Global Media/Content Development/Mobile Marketing: Lou Paskalis (American Express) Global Advertising/Brand Management: Stephanie P. Atkinson (American Express) Senior Manager – GABM: Terryn Giampietro (American Express) Associate Team Leader: Victoria Dever (Brightline) Senior Manager - GMPI: Caroline Derozier (American Express) Director/Global Media: Jill Toscano (American Express ...
  • American Express Card: "AMERICAN EXPRESS REVEALS YOUR HIDDEN TALENT" Promo / PR Ad  by Mindshare London American Express: AMERICAN EXPRESS REVEALS YOUR HIDDEN TALENT
    Promo, Case study
    American Express Company,
    American Express, American Express Card
    Mindshare London
    United Kingdom
    AMERICAN EXPRESS REVEALS YOUR HIDDEN TALENT American Express Company American Express American Express Card American Express Card Mindshare London Advertiser: AMERICAN EXPRESS Agency: MINDSHARE WW Category: Financial Products & Services Advertising campaign: AMERICAN EXPRESS REVEALS YOUR HIDDEN TALENT Business Director: Beccy Stanley (Ogilvy) VP Brand/Marketing And Communications: Caroline Baldwin (American Express) Vp Head Brand/Marketing And Communications: Alison Bain (American Express) Global Creative Partner: Arthur Parshotam (Ogilvy) Director: Clare Sims (Mindshare Worldwide) Planning Partner: Hilary Woods (Ogilvy) Vp Global Media: Joseph Bihlmier (American Express) Programme Director: Neil Hampshire (Ogilvy) Senior Manager/Digital Partnership And Development: Richard Morris (American Express) Global Creative Partner: Dennis Lewis (Ogilvy) VP/PR: Doug Smith (American Express) Director: Melissa Cosentini (Mindshare Worldwide) Business Partner: Wayne Bickerton (Mindshare Worldwide) Director Global Media: Jill Toscano (American Express) Managing Partner: Martin Gibbins (Mindshare Worldwide) Director Of Marketing: Melissa Weber (American Express) Vice President/Chief Advertising Counsel: Po Yi (American Express) Execution On behalf of Amex, Mindshare Worldwide commissioned production company Silver River to produce 6 one-hour episodes, following a successful commissioning pitch to Channel 4. The series ran in peak-time (a UK media first for AFP!) across 6 weeks, commencing the end of April 2012. Alongside the TV series an extensive digital ecosystem was developed to extend the Hidden Talent experience beyond the television set, ensuring that Hidden Talent could not only change the lives of our contestants, but offered an enriched experience to those viewing at home.This multi-platform (Facebook, Amex website, Twitter, YouTube, channel4.com) social experience mirrored the TV series through a series of interactive tests and video content that challenged and inspired. Tests were scientifically-based, and endorsed by the same experts who we worked with to discover and coach the heroes of the TV show. This added-value content was promoted seamlessly across paid, owned and earned media channels. Effectiveness - Developing a new model for marketing communications, pioneering a new way of working with content producers, agency partners, distributors, media owners - Creating a unique marketing asset and owned IP for American Express- The format now being taken to other markets with International Distribution partner, Fremantle Media -helping people all over the world to realise their potential! Bespoke tracking study via SPA third-party research showed that viewers of Hidden Talent were:•3x more likely to be aware of Amex ‘Realise The Potential’ brand proposition•5x more likely to take out Amex card in future•Amex 3.5x more likely to be only brand considered when next changing card•2x more likely to visit Amex website in future Strategy In 2009, American Express (Amex) launched ‘Realise the Potential’, a 360° communications platform for its International markets. This explicitly expresses ...
  • American Express: "UNSTAGED" Online Advert  by Digitas, Momentum Worldwide American Express: UNSTAGED
    Online
    American Express Company,
    American Express, Digitas
    United States
    ... American Express Company American Express Digitas Momentum Worldwide Advertiser: AMERICAN EXPRESS Agency: DIGITAS, MOMENTUM WORLDWIDE Category: Best Digitally Led Integrated Campaign Advertising campaign: UNSTAGED Director: Hamish Hamilton Director: Jonathan Demme Director: Gary Oldman Director: Werner Herzog Brief Explanation American Express UNSTAGED - A revolutionary new venue for live music and collaboration. Pairing iconic artists with visionary filmmakers, American Express live streams concerts in full 1080 HD that make fans at home feel like they were there. But that's not enough. The goal is to top the live music experience by offering the digital audience something they can't get in the tenth row, give them innovative ways to share their passion, not just for the artists they love, but with them. Reaching across platforms and continents, American Express ...
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