Silver — American Express UK
“Realize the Potential Mash Up”
Entrant Company: Neo@Ogilvy
Category:
A Local Execution of a Multinational campaign
Credits:
- Lead Agency: Media (Neo@Ogilvy)
- Neo UK (local strategy & planning team)- Miltos Lazarides, Anand Siddiqui, Susan Kingston
- Neo (central coordination team)- Christopher Drago (NY) and Wayne Bickerton (UK)
- Creative (OgilvyOne) Tom Shattock, Martin Coomber, Blandine Escoffier
- Techonology partner (Inskin) Steve Doyle
- Content Partner (Spotify) Zia George
- Content Partner (LoveFilm) Mark Foley, Jo Underhill, Helen Cowley
- Content Partner (Guardian) Sara Linfoot
Insight and Strategic Approach: American Express’ “Realize the Potential” international communications campaign focuses on inspiring Cardmembers to get more out of their card and more out of life. “Realize the Potential” is delivered to consumers via initiatives like the “Preferred Seating” entertainment program that provides Cardmembers with exclusive access to a host of music, film and cultural events. The campaign is focused around three key areas: service, access and rewards. The goal was to deeply engage with Cardmembers and prospects through their passion points to drive awareness of American Express’ involvement in events, music, film and dining.
Results: By partnering with three top UK content partners (The Guardian, Spotify and Lovefim), American Exprees pioneered the first mash-up of content in the form of video, audio and editorial. Content was curated and developed around four themes where American Express adds value: London Restaurant Festival, BFI London Film Festival, in-the-know music and Christmas Winter Wonderland.
