American Express: Hidden Talent
OgilvyOne UK
The team
Arthur Parshotam, Dennis Lewis, Beccy Stanley, Rasheed Bulsara, Christopher Doggett, Hilary Woods, David Hofmeyr, Amanda Jackson, Dan Coppock, Neil Hampshire, Martin Gibbins, Clare Sims, Melissa Cosentini, Wayne Bickerton.
How did the campaign make a difference?
Turning the American Express brand idea, Realise the Potential, into a TV series and social media programme got people excited about their hidden talents. This reached 8.2 million viewers, created 75,000 fans and 93% of tests were shared.
What details of the strategy make this a winning entry?
In 2009, American Express launched Realise the Potential, a...