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 360° comms platform that expresses the belief that life's richer and more rewarding when untapped potential is set free. The challenge was to communicate this combining social media and a multi-platform approach. The solution was a socially fuelled, advertiser-funded, primetime TV series on Channel 4 called Hidden Talent. The campaign included the TV series, a Channel 4 website and social media channels (Facebook, YouTube and Twitter) to encourage fans to take tests and share the results. The multi-platform approach recognised that people no longer view media in isolation. This wasn't typical of what consumers expect from a financial services provider. The parts worked together to fuel conversations, increase engagement, gain widespread attention and, ultimately, create uplift in brand perception.

How did creativity bring the strategy to life?