Cannes Lions

HIDDEN TALENT

OGILVYONE LONDON, London / AMERICAN EXPRESS / 2013

Case Film
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Case Film

Overview

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Credits

Overview

Description

The UK’s regulatory body for branded content is OFCOM. OFCOM was set up as an EU initiative; however the UK has traditionally been stricter than other member states in the application of these rules.

OFCOM does not allow undue prominence for a brand, undue product placement, strictly no calls to action or product references in branded content.

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.

Outcome

9.2 million watched the show and independent research (SPA) these viewers were 3x more likely to be aware of the brand proposition and 5x more likely to consider taking out a Card, of which:

• 2.3 million went online

• Over 340,000 digital tests were taken

• And over 75,000 new American Express and Hidden Talent Facebook fans were created

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