American Express Small Business Saturday

American Express “Small Business Gets an Official Day” won a range of awards at the 2012 Clio Awards, Gold for interactive and Facebook integrated media and Silver for integrated campaign. Started in 2010, the Small Business Day was created to help shoppers think beyond the Black Friday shopping lunacy usually focused on large chain stores. Small businesses were able to use Small Business Saturday Facebook page to connect with shoppers, resourced at Shoppers who registered their American Express card on Facebook and patronized a particpating retailer were given at $25 credit on their account.

Small Business Saturday badge

Click on the image below to play the Clio Awards case study video.

Small Business Saturday site

Small Business Saturday Facebook page


The Official Day campaign was developed at Crispin Porter & Bogusky, Boulder and New York, by chief creative officers Rob Reilly, Jeff Benjamin, executive creative director Mark Taylor, creative director Allen Richardson, interactive creative director Dan Ligon, art directors Daniel Burke, Rochelle Raiss, Mike Blanch, Josh Gross, Laura Potsic, copywriters Kelly McCormick, Adrian Alexander, Jens McNaughton, and at Digitas New York by executive creative director Lincoln Bjorkman, creatives Matt D’Ercole and Atit Shah, EVP marketing Mark Kiernan, VP marketing director Roger Box, associate marketing director Alex Jacobs, media group directors Chris Kindt and Wade Rifkin,

Media was handled at Mindshare by managing director Robert Robert Rakowitz, associate media director Seth Spievogel, media manager Leela Ramdeen.