American Express backs C4 'Hidden Talent' documentary series
American Express is using a six-part, branded-content series on Channel 4 to boost awareness of its 'Realise the potential' positioning.
The ‘Hidden Talent’ documentary series, which will air in the coming weeks, was co-created by Amex and production company Silver River. Hosted by Richard Bacon, it will explore the hidden talents of ordinary people, including language learning, opera singing and free diving.
Viewers will also be able to take part in a series of interactive tasks to uncover their own hidden abilities. The content will be hosted on a Facebook page, as well as a dedicated page on the Channel 4 website.
Amex will run bumpers around the episodes, featuring a series of ‘quirky animated animal adventures’. It will also support the show with online and PR activity.
The brand embarked upon its ‘Realise the potential’ strategy in 2009, backed by animated ads by Ogilvy. The campaign was intended to reinvent Amex for a new audience of affluent consumers looking to live ‘rounded, enriched lives’.
Lisa Gervis, vice-president of brand and customer management at Amex, said the show would provide a ‘great opportunity’ to showcase its brand message that ‘life is richer and more rewarding when untapped possibilities are explored’.
The deal was brokered by Mindshare Worldwide and FremantleMedia Enterprises.
This article was first published on marketingmagazine.co.uk
- Mid-Senior Designer AF Selection £30,000 - £35,000, Liverpool, Merseyside
- Digital Exec - Award winning Independent Agency Aspire £24000.00 - £28000.00 per annum, London
- Marketing Project Manager - direct mail and eDM become £35k-£50k, London (Central), London (Greater)
- SEO Manager - Fast growing startup Digital Gurus £30000 - £40000 Per Annum company options, London
- Senior Account Manager - Tobacco Account Major Players £32000 - £36000 per annum, London
- Katharine Viner becomes first female editor-in-chief of Guardian News & Media
- Tesco media review pits Initiative against MediaCom and ZenithOptimedia
- Google's European leader says viewing habits are 'changing dramatically'
- Martin Sorrell talks Maurice Lévy, Tesco, and the global outlook
- 'Advertisers are snake oil salesmen', says Peter Oborne
- 7 things Proximity has learned in the new Omnicom building