American Express wants Canadians to know that it isn’t your father’s credit card anymore with the second phase launch of its “Realize the Potential” global advertising campaign, touting various services available to card members including entertainment and travel rewards.
The credit card company introduced the “Realize the Potential” platform last October with a multimedia campaign developed by Ogilvy Worldwide and supported in Canada by Neo@Ogilvy, MindShare, Momentum and Brees PR.
The effort introduced a more contemporary feel with animated designs, a departure for the credit card company which previously used celebrities like Ellen DeGeneres and Jerry Seinfeld in its ads.
“We did a lot of research to make sure this fresh new innovative style was going to appeal to the masses and it did so well in research we felt very confident launching it last year,” said Tina Santoro, senior manager, advertising and sponsorships, American Express Canada.
“It helped set the stage to open people’s minds for people to take notice [of the brand],” she said.
According to Amex, unaided brand awareness went from 39% before the campaign launched last October, to 56% as of January 2010; overall awareness went from 50% to 71% during the same time period.
This time around, Amex is refreshing creative and continuing with the customer-friendly approach. “We’re ensuring people take notice and they realize the brand is relevant to them… And we have services relevant to them,” said Santoro.
In Canada, Ogilvy & Mather was able to localize parts of the campaign to cater to the Canadian market, said Dave Brooks, senior partner at the agency’s OgilvyOne division.
Unique to the campaign was a digital canvas station the agency set up at Molson Amphitheatre over the summer months. Concert-goers could visit a branded tent and create their own Pollack-inspired art with a paint brush and iPad as the canvas. Users would select a colour with the brush and flick it towards a flat screen TV to create their picture.
Once complete, the user could print it on a postcard with copy that reads: “Life is a great big canvas, throw all the paint at it you can.” The splattered paint effect has also been turned into a TTC streetcar wrap.
The canvas station was in place for about 20 shows and saw around 300 guests each night. Santoro said similar stations would launch in other markets.
One print execution reads: “Get tickets before the ink’s dried” with the last two words appearing as if they’re dripping in wet, coloured ink.
Janet Kestin, O&M’s co-chief creative officer, said executions like this help bring the campaign to life.
“The use of media wherever possible is really linked to what the message is and that kind of ups engagement, understanding and impact,” she said.
