Cannes Lions

Once in a Lifetime

OGILVY ARGENTINA, Buenos Aires / AMERICAN EXPRESS / 2018

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Overview

Entries

Credits

Overview

Description

We created "Once in a lifetime", a short film that was screened only once exclusively for our Platinum members and specialized press.

Right after its premiere, the film was destroyed by its own creator; the multi-award-winning director and Spanish scriptwriter, Álex de la Iglesia.

Execution

Álex de la Iglesia is a unique storyteller, an extraordinary cult director.

he is a Platinum card member.

We knew the commotion that was going to generate the fact that he came to Argentina to premiere a short film that was only going to be seen once, that's why we planned the campaign as if it were the premiere of a film:

14/4 INFLUENCER RELEASED THE RUMOR

15/4 INFLUENCERS ACTORS AND THE SHOWBIZ RETWIT.

16/4 FIRST NEWS , THE MOST IMPORTANT FILM WEBSITE

17/4 OUTDOOR, DIGITAL CAMPAIGN, (POSTERS + BANNERS + TEASERS + STORIES + POSTS IN SOCIAL NETWORKS)

18/4 DIRECT MARKETING TO PLATINUM CARD MEMBERS INVITING THEM

19/4 THE FULL TRAILER IS LAUNCHED IN CINEMAS AND DIGITAL MEDIA.

4/4 EVENT.

Platinum card members who could not attend, could still enjoy the event and the movie via streaming, logging in with their card details on the web UNAVEZENLAVIDA.COM.AR ONCEINALIFETIME.COM.AR

Outcome

-Tickets to the event were sold out in less than 20 minutes after sending the invitations to the database of Platinum card members.

-The action had 111M impressions the week of the event.

-More than 8M people observed the generated contents.

-3.9M people interacted with the contents.

-The earned media was higher than the S9.7M.

-Product acquisitions increased 79% during the campaign.

-Increased by 15% the number of young people who acquired it.

-The landing page of AMEX PLATINUM increased its traffic x1000%.

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