American Express Promo, Case study MY LIVE STORY by Grand Visual, Mind's Eye

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Industry Credit Cards
Media Promo & PR, Case study
Market United Kingdom
Agency Grand Visual
Creative Director Dennis Lewis, Christopher Lockwood
Agency Mind's Eye
Released July 2010

Credits & Description

Category: Financial Products & Services
Product/Service: CREDIT CARD
Date of First Appearance: Jul 8 2010
Entrant Company: MINDSHARE, London, UNITED KINGDOM
Project Manager: Helen McDermott (Mindshare)
Creative Director: Christopher Lockwood (Mindshare)
Business Director: Jane Riley (Mindshare)
Client Director: David Seabrook (Mindshare)
Associate Director: Anna Wicks (MHP)
PR Director: Jo Slatem (MHP)
Business Director: Tom Shattock (Ogilvy)
Creative Director: Dennis Lewis (Ogilvy)
Account Director: Simon Bell (Momentum)
Business Director: Anand Siddiqui (Neo)
Account Director: Miltos Lazarides (Neo)
Media placement: Somerset House Sponsorship - London - 8 July 2010
Media placement: C4 Media Hub - Online - 13 September 2010
Media placement: 30" TV Ads - Channel 4 - 16 September 2010
Media placement: Digital Traffic Drivers - Online - 16 September 2010
Media placement: Press Ads - Nationwide - 17 September 2010
Media placement: London Film Festival Sponsorship - London - 13 October 2010
Media placement: Film4 Broadcast Epic - Film4 - 26 November 2010

Insights, Strategy & the Idea
American Express’s Realise the Potential brand communications programme aims to encourage reappraisal amongst prospects without alienating Cardmembers. We wanted convey that Amex delivers a premium service by opening doors to a world of music, film, food and travel through preferential ticketing, exclusive offers and VIP experiences. We focused on music/entertainment in order to connect consumers to Amex’s Access proposition, which allows Cardmembers premium access to live music and entertainment.

The My Live Story campaign was conceived to help celebrate and share moments in live music. We would reach out to consumers to discover their unique and memorable moments before, during or after a live show. We’d compile the resultant UGC and produce a film heroing the live experience. This film would underpin a major customer engagement programme, all of which would see a global financial institution daring not to act like one, engaging prospects and Cardmembers to reappraise the brand.

Creative Execution
We kicked off with a summer concert series and ticket presale for Cardmembers featuring Florence and the Machine, The XX and Gill Scot Heron at Somerset House, London’s hottest outdoor venue, plus headline sponsorship and Cardmember presale of the London Film Festival. We drove customer engagement with a UGC competition and digital hub, hosted by Channel 4, where people submitted their own ‘special live moment’ photos, videos and stories. This content was integrated into a stunning ‘My Live Story’ documentary short made by Ridley Scott Associates films.

A teaser of this film was shown at the European premiere of BAFTA and Oscar award winner ‘The Kings Speech’. We organised a private screening of ‘My Live Story’ for Cardmembers and competition winners, plus an exclusive Mark Ronson gig, at Abbey Road Studios. The whole campaign culminated in a media first – the broadcast of 'My Live Story’ in editorial airtime on Film4.

Results and Effectiveness
A wealth of American Express special moments: 200 screenings at LFF, 10 gigs at Somerset House, 400 people for an Abbey Road exclusive event.

Large media coverage: the total campaign experienced 139million exposures, 130,000 unique visitors to the C4 hub, and 100,000 people watched the short film on Film 4.

Coverage relevant to aims of campaign: 100% of coverage was American Express and My Live Story branded, 81% of coverage delivered key messages around the Access programme and references to film and music.

A million pounds of PR/earned media value.