American Express
Realise the Potential

Objective

American Express and their Agency Neo Ogilvy approached Big Mobile looking to take the Realise the Potential 'Daniel' campaign beyond traditional offline and online media and communicate the message, that American Express sees its customer as a person, not a number.

The request was simply “amplify the campaign please and take it somewhere new and different”.

Solution

The creative borrowed the integrated 'Daniel' campaign's look and feel and prompted click-through.

We re-engineered the ultimate alphanumeric typeface American Express had created so when people entered the Realise The Potential 'Daniel American Express mobile site, they could manipulate the typeface to create their personalised name-tag design.

Once they had designed their name-tag we invited them to:

• Download it for use as a screensaver on their mobile
• Receive a file via email to personalise their desktop
• Share their name-tag, by posting it directly onto their Facebook page

Or even order a fridge magnet of their name-tag to be mailed to their home.

Result

In 7 weeks, over 100,000 people decided they wanted to be 'more than a number' through the Mobile campaign, and created their own name-tag.

Over 20,000 took it one step further, and their name-tags made onto their Mobile screensavers and fridges, and onto their Facebook updates all highly effective brand prompts.

The Mobile campaign is sprouting wings with Big Mobile, neo@Ogilvy and American Express looking to launch the mobile campaign around the world before Christmas 2010, exploring markets such as Canada, Argentina and the UK.