American Express Promo GLEE by Ogilvy & Mather New York

GLEE

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market United States
Agency Ogilvy & Mather New York
Director Alfonso Gomez-Rejon, Ryan Murphy
Executive Creative Director Dave Carson, Chris Mitton
Art Director Matt Koulermos
Copywriter Anna Kate Roche, Ian Brennan
Producer Jenna Gartland, Dante Di Loreto, Thom Fennessey
Editor Jesse Atlas
Released September 2010

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: AMERICAN EXPRESS
Product/Service: CHARITABLE CAUSES
Agency: OGILVY & MATHER
Date of First Appearance: Sep 1 2010
Entrant Company: OGILVY & MATHER, New York, USA
Entry URL: http://www.whocaresidont.com
Chief Creative Officer: Lars Bastholm (Ogilvy & Mather)
Executive Creative Director: Chris Mitton (Ogilvy & Mather)
Executive Creative Director: Dave Carson (Ogilvy & Mather)
Creative Director/Copywriter: John Wagner (Ogilvy & Mather)
Creative Director/Art Director: Dustin Duke (Ogilvy & Mather)
Associate Creative Director/Copywriter: Jones Krahl (Ogilvy & Mather)
Associate Creative Director/Art Director: Milton Correa (Ogilvy & Mather)
Copywriter: Anna Kate Roche (Ogilvy & Mather)
Copywriter: Ian Brennan (Ogilvy & Mather)
Art Director: Matt Koulermos (Ogilvy & Mather)
Executive Producer: Melissa Mapes (Ogilvy & Mather)
Producer: Jenna Gartland (Ogilvy & Mather)
Director: Ryan Murphy
Director: Alfonso Gomez-Rejon
Producer: Dante Di Loreto
Production Company: FOX
Production Company: Collaboration Factory
Producer: Thom Fennessey (Collaboration Factory)
Editor: Jesse Atlas (Collaboration Factory)
Original Music: Lucian Piane
Media placement: PSA Parody - FOX, Online & Cinema - 21 September 2010
Media placement: 4 :30 Second Spots - FOX & Online - 1 September 2010
Media placement: WhocaresIdont.com - Online - 1 November 2010

Describe the objective of the promotion.
The Members Project / Glee Integration’s objectives were threefold:
1. Attention – capture the attention of Millennials - a demographic not predisposed to American Express.
2. Sentiment – generate positive perceptions and comment about American Express and its philanthropic program: Members Project.
3. Participation – get people to engage and participate in the Members Project from American Express.

Describe how the promotion developed from concept to implementation.
With creating a connection to Millennials at the heart of the assignment, we were led to the top-rated show for this demographic: Glee.

Staying true to the show’s plot and personality, we developed the concept of pitting the show’s do-gooder Glee club vs. the snarky Sue Sylvester to provoke an audience reaction – and hopefully participation in Members Project.

In this vein, we created episodic scenarios in which the characters discussed issues central to each of the five Members Project charitable categories – to inspire action in each.

For maximum attention, we launched at the beginning of Glee Season Two.

Explain why the method of promotion was most relevant to the product or service.
Promotions were used to increase Members Project fans, drive engagement and create positive sentiment. AmEx provided 10 lucky winners with a guest a trip to LA for a once-in-a-lifetime opportunity to participate in a charity event alongside the Glee cast. The event benefited Education Through Music, a non-profit organisation that promotes the integration of music in curricula of disadvantaged schools to enhance students' academic performance and general development. During the event the Glee cast and winners interacted with children by making their very own musical instruments that they could take home to continue to enhance their passion for music.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The partnership yielded the highest results in 2010 for brand awareness (29% to 41% CMs pre vs. post), opinion-shift (32% to 35% pre vs. post), and brand likeability (48% to 57% pre vs. post). But more importantly, the do-gooders won out; increasing the number of Members Project fans by 400% and total volunteer searches for all Members Project charities by 34% while the Glee program was in market. The promotion also yielded $13m in added value for the Glee cast’s nominated charity: Education Through Music.