ABOUT
The brief
Leverage the extraordinary lives of our (Amex) talent Amex had not hitherto promoted, and therefore not capitalised on, the value of the Roddick or Williams sponsorship
Enhance the lives of Cardmembers and prospects
Demonstrate the true value of American Express Cardmembership as a life enhancing tool
Create involvement that cannot be found elsewhere i.e. via Wimbledon Lawn Tennis Association or IBM Wimbledon promotions.
Digital at the heart of the campaign
The propostion
"American Express puts you closer to the heart of Wimbledon.”
The response
The first digital-centric 350 campaign idea in Ogilvy’s history generated by the digital team.
Involvement included an online competition that Cardmembers or prospects alike could win daily prizes from performance cars to Wimbledon debenture tickets, view games on big screens around the country, play on courts sponsored by Amex, or simply enjoy Wimbledon at home with friends and family. Offline, Cardmembers were given Amex Rewards and other privileges which included free Amex bus rides to the LTA club from Wimbledon Station. Southfields Station and Harrods windows were treated to the Amex Wimbledon livery. Online media included a game and banners through which a ball was 'served' across the page.
MADEIT CREDITS
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PhilipUX UI CX Strategy & Design Director