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American Express OPEN
American Express OPEN Start Booming Campaign

RAN IN: United States

CLIENT
American Express Company

Julie Fajgenbaum, VP, Brand & Customer Marketing
Allison Silver, Director, Brand Strategy & Management
Thomas Monahan, Senior Manager, Brand Strategy & Management
Alexander Chang, VP, Advertising
Louis Paskalis, VP, Media, Content & Communications
Susan Hammes, Director, Media, Content & Communications

AGENCY
CP+B *Lead Agency

Edward Christopher, VP Group Account Director
Charles Baumberger, Account Director
Kaylin Goldstein, Senior Account Planner


Mindshare

Tobias Wolf, Director of Strategic Planning


Digitas


SUMMARY

In 2009, American Express OPEN noticed that the challenging economy had taken a tremendous toll on small business owners and left them reeling from a bad case of recession fatigue. OPEN recognized an opportunity to help re-energize these business owners and designed the new Booming campaign that would celebrate small business resilience and stand for the spirit of reinvention, innovation and ultimately, success. Just two months into its launch, the interactive campaign exceeded all expectations, enhancing brand awareness and improving brand perceptions, and yielding improvement in product and services enrollment.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Radio, Interactive, Print, Direct, PR, Consumer Involvement, Trade Shows

Audience: Launch or relaunch a brand/product,Build or change corporate image

Type: Business-to-Business

Classification: National

Language: English