Advertiser: AMERICAN EXPRESS
Agency: OGILVYONE LONDON
Category: Acquisitions
Advertising campaign: HIDDEN TALENT
Business Director: Beccy Stanley (Ogilvy/Mather)
Executive Creative Director: Charlie Wilson (Ogilvyone)
Account Executive: Christopher Doggett (Ogilvy/Mather)
Managing Partner: Shailen Joshi (Ogilvy/Mather)
Business Director: Rasheed Bulsara (Ogilvy/Mather)
Experience Planner: David Hofmeyr (Ogilvy/Mather)
Creative Partner: Dennis Lewis (Ogilvy/Mather)
Executive Creative Director: Emma De La Fosse (Ogilvyone)
Planning Partner: Hilary Woods (Ogilvy/Mather)
Managing Director: Ros King (Ogilvy/Mather)
Creative Partner: Arthur Parshotam (Ogilvyone)
User Experience: Dan Coppock (Ogilvy/Mather)
Project Director: Neil Hampshire (Ogilvy/Mather)
Execution
American Express cards can do much more than you realise, and whilst it’s great to talk about all the benefits, bringing ‘Realise the Potential’ to life by seeing people discover their own hidden talent is much more engaging. However, this wasn’t restricted to a lucky few, but allowed people all of the UK to take part, enrich their lives and discover how American Express can help them unlock potential every day.As a result, viewers were 3x more likely to be aware of the ‘Realise the Potential’ brand proposition and considered it highly appropriate to the American Express brand.
Client Brief Or Objective
Hidden Talent brings to life the American Express brand promise of ‘Realise the Potential’ for a new generation and a new potential member base. Hidden Talent was designed to break the mould in a market dominated by APR and offers. It walked the walk of its mission of ‘Realise the Potential’ by helping people discover and nurture their hidden talents. It immersed them in brand content and drove card acquisition by demonstrating how American Express cards do much more than they thought and could help them to realise potential in their own lives.
Implementation
‘Realise the Potential’ was brought to life using scientifically based tests to help people find and nurture their own hidden talent. This wasn’t done through a 60’’ TV commercial or even a 3 minute infomercial but a 6 show primetime TV series. It was the show not the Ads that built the brand and drove sales. What made it unique was the socially fuelled engagement programme that amplified the programme through scientific online tests. Prospects were then nurtured through a retargeting campaign including standard, video and interactive display and search to drive 795,000 visits to Amex online channels and application.
Outcome
Hidden Talent’s purpose was to inspire people to uncover their hidden potential through the stories of others doing the same, create linkage to American Express and drive acquisition. •9.2 million watched the show;•2.3 million went online;•Over 340,000 digital tests were taken;•53,500 Hidden Talent Facebook fans were acquired of which 40% actively migrated to Amex social channelsIndependent research found viewers were 2 x more likely to visit the Amex website, 5 x more likely to take out an American Express card and 3.5 x more likely to be the ONLY brand considered when next changing card.