American Express Promo, Case study AMERICAN EXPRESS REVEALS YOUR HIDDEN TALENT by Mindshare London

Adsarchive » Promo , Case study » American Express » AMERICAN EXPRESS REVEALS YOUR HIDDEN TALENT


Pin to Collection
Add a note
Industry Credit Cards
Media Promo & PR, Case study
Market United Kingdom
Agency Mindshare London
Director Clare Sims, Melissa Cosentini
Released December 2012

Credits & Description

Category: Financial Products & Services
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)

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, 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.

- 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

In 2009, American Express (Amex) launched ‘Realise the Potential’, a 360° communications platform for its International markets. This explicitly expresses the brand belief that life is richer and more rewarding when untapped potential is set free. Research and insights proved that our audience are looking to live their lives in a way that makes them feel more fulfilled - they are reinventing the model of personal success by experiencing new things, following their dreams and aiming to realise their own latent potential.The solution was to create a socially-fuelled advertiser funded television series, Hidden Talent. A programme that showed people what hidden talents they possessed, and with the help of experts, helped them realise the potential. This allowed us to take the values of the ‘product truth’ and translate it for our audience to gain a better understanding of the brand’s messaging and relating it back to their own ‘consumer truth.’