MEMBERS PROJECT by Ogilvy & Mather New York for American Express

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MEMBERS PROJECT

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Ogilvy & Mather New York
Associate Creative Director Milton Correa Jr., Jones Krahl Jr.
Creative Director Jon Wagner, Dustin Duke
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: AMERICAN EXPRESS
Product/Service: TAKEPART
Agency: OGILVY & MATHER
Date of First Appearance: Mar 7 2010 12:00AM
Entrant Company: OGILVY & MATHER, New York, USA
Entry URL: http://www.wwpl.net/awards2010/movies/files/amexmembersproject.html
Group Creative Director: Chris Mitton (Ogilvy NY)
Group Creative Director: Sung Chang (Ogilvy NY)
Creative Director: Jon Wagner (Ogilvy NY)
Creative Director: Dustin Duke (Ogilvy NY)
Associate Creative Director: Jones Krahl (Ogilvy NY)
Associate Creative Director: Milton Correa (Ogilvy NY)
Media placement: TV - 2 spots - National TV (Academy Awards) - 7 March 2010
Media placement: Banners - Online news pubs (NYTimes.com, Slate.com, etc) - March 2010
Media placement: Online film - TakePart.com, YouTube.com, Facebook.com - March 2010
Media placement: Facebook App - Facebook.com - March 2010
Media placement: Print campaign - National news & entertainment publications - March 2010

Results and Effectiveness
In the first three weeks: - visits to takepart.com were up 1600% - 43.2 million PR impressions generated - 1,198 charities have received over $800,000 in donations

Creative Execution
The solution was to show how a small step can make a big difference. By promoting the real-life stories of Yvon Chouinard, owner of Patagonia, and the steps he took for the environment, and Geoff Canada, founder of the Harlem Children's Zone, and the steps they took for education, we could inspire thousands of other people to take steps of their own and make a difference in the lives of others.

Insights, Strategy & the Idea
The past year wasn't easy for anyone. And the more bad news that came out, the more difficult it became for charitable organizations -- because how do you get people to volunteer and help others through Members Project, when so many of them felt like they needed help themselves?