American Express has launched a 360˚ brand marketing campaign in Australia, Mexico, UK and Canada, using the phrase, “Realise the Potential”, with four 40 second animated television commercials, print and outdoor advertising, interactive and direct mail, and on-street activity. Designed in an illustrative style, the campaign uses strong primary colours to create a fresh new look for American Express.
The TV campaign uses real life stories to demonstrate how American Express’ premium service has helped and supported cardmembers across the world. Print and poster advertisements highlight the added value of carrying the American Express Card.
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Corrina Davison, vice president of brand, loyalty & rewards at American Express, said: “People are looking for added value from the products and services they buy, which is why we have developed a campaign that clearly articulates the services we offer. We believe investing in our brand is important in good times, and even more important in challenging times.”
The advertising reflects the idea that people are leading more enriched and balanced lives, a insight identified by American Express research. The insight is used in executions such as “Be A Traveller, Not A Tourist” and “Scenic Route”.
The Realise the Potential campaign was developed at Ogilvy London, OgilvyOne and New@Ogilvy, London, by creative partner Dennis Lewis, art director Andy Bird, copywriter Sue Higgs, creative director/copywriter Steve Hooper, creative director Arthur Parshotam, and agency producer Kim Parret.
The TV ads were animated by Kuntzel and Deygas of the Add A Dog, Paris.