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Project Overview
A wildly successful world first for American Express that enables Mobile users to create, play, post, publish and even decorate their fridges.
Project Commissioner
Project Creator
Team
John Sardelic
Tim De Kretser
Scot Liddell
Helena Lu
Project Brief
Mobile is a medium that goes where you, me, and every other consumer goes. That means it goes into shops, bars, restaurants, fancy dress stores, supermarkets, and hairdressers with us, every day - all places where their American Express can be the card of choice.
American Express and their Agency, Neo Ogilvy approached Big Mobile Group looking to take the Realise the Potential campaign beyond a well known offline and online media campaign, and harness Mobile and social media to convey that American Express really sees its customers as a person and not a number.
We re-engineered the ultimate alphanumeric typeface American Express had created and developed a platform where consumers could manipulate and play with the creative to produce their personalised name-tag design.
Once they had designed their name-tag we invited them to; publish their name-tag onto Facebook, or download it for use as a screensaver on their Mobile or PC, or in fact send their personalised design to American Express and receive a fridge magnet back through the mail.
Project Innovation / Need
Technically, building an on-the-fly rendering engine for a consumer brand hadn't been done at this scale before. For the end-user this idea embraced the notion of folk just having fun with (ostensibly) marketing, and rewarding them with something they like - seeing theirs or a Partners name instantly come to life in a funky design, then sharing it with friends. For the brand, the Mobile project was a brilliant extension of a campaign that had enjoyed outdoor, print and online components but took it from being a passive campaign into the realm of real-time active engagement. Last but not least, having your Credit Card brand on view in the kitchen, the hub of any household, day in day out, is a pretty clever thing it pull off.
Results: 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.
In those 7 weeks, 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.
User Experience
The essence of The Mobile platform is to allow users to have fun seeing how their name or favorite catchphrase plays out in the whacky typeface, try out different examples, preview, then when happy with their creation, share and publish. RealiseThePotential.mobi is intentionally a quick and easy user experience, straightforward to understand and almost instant to get rewards from, with the important added value of sharing.
Project Marketing
The user discovered the Site via a range of Mobile Advertising creative across Big Mobile’s exclusive Publisher partner network on News Digital Media, Vodafone Hutchison, Optus, and Yahoo!7. Importantly, to ensure success, certain targeting parameters were applied against user profiles on the publishers Sites.
Access was also through plugging in the realisethepotential.mobi URL shown on posters and street furniture.
Best use of Mobile in Marketing
This category recognises the best use of mobile incorporated in a wider marketing campaign.
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