Amex Open Creative Strategy and Sample Tactics

KERN | SPARKS & HONEY | AMERICAN EXPRESS | 2017

ASSIGMENT

Develop Compelling Creative to Amplify Advocacy

Optimization of current advocacy channels (e.g., RAB, reviews, aggregators, affiliates, and distribution partners).

Develop a multisource, multichannel advocacy/recommendation platform strategy that will increase organic demand for OPEN’s products among prospects. 12–to–18–month multisource, multichannel advocacy/recommendation platform strategy.

THE IDEA

How can Amex become David's sling for SBO's by owning the ecosystem of passion?

New businesses are moving from hyperlocal to hyperpassionate.

heart | fist | opportunity

CONCEPT 1

Ecosystem of Passion

We develop a platform where SMBs can unite to brainstorm, gather insights, and inspire one another. OPEN Forum. There will be a network of talented influencers to support the members and drive traffic to the site, each with a unique contribution and voice.

CONCEPT 1

Open Letter

letters

CONCEPT 1

Forum

Open Source Digial Trends Digital Trends
phone open forum

CONCEPT 1

Emails

CONCEPT 1

LinkedIn

LinkedIn

CONCEPT 1

IRL

Will It fly? Will It fly?

CONCEPT 1

Influencer

Iphone Man

CONCEPT 2

OpenSource

We create an exclusive channel to house video content directed at small businesses, featuring a wide range of influencers. It’s called OpenSource. The shows are based on emerging trends that are critical to SMBs in 2017 and beyond. With a variety of exciting, easily–shared content, it’s a place to connect, grow, and build authentic relationships.

CONCEPT 2

Forum

Open Source

CONCEPT 2

OpenSourceChannel

Open Source Digial Trends Digital Trends
Digital Trends

CONCEPT 2

RAB Stream

Open Source Digial Trends Digital Trends

CONCEPT 2

LinkedIn

LinkedIn

CONCEPT 2

Influencer

Iphone Man