Blue" Launch Case Study
In an effort
to launch "Blue from American Express," members of the LandersMadden
team worked to convey the uniqueness of the product to the intended
audience -- tech-savvy, entrepreneurial-minded consumers -- while
announcing a promotional concert, "Central Park in Blue." The team
held a press conference with American Express to present the image
of "Blue" as being a part of one's technology-centered lifestyle.
In addition to business and banking publications, entertainment,
consumer, lifestyle, fashion and design publications were also in
attendance, to ensure that "Blue" would reach a "hipper audience."
press conference success and "Central Park in Blue" concert headliner
Sheryl Crow's participation, we created a concept to preserve Ms.
Crow's artistic integrity and incorporate the card design: a one-of-a-kind
"Blue" Guitar to be presented by Ms. Crow to the charity of her
choice. During the press conference, the guitar was given to Ms.
Crow by John Hayes (American Express Executive Vice President of
Global Advertising and Brand Management), which she then signed
and presented to The Pediatric AIDS Foundation to ultimately be
auctioned off to benefit the organization.
provided a creative vehicle for presenting the card in a manner
that would be interesting to photo editors and less commercial than
the card alone. Additionally, the image of the guitar reinforced
the news of the concert and American Express' charitable donation
on behalf of Ms. Crow.
campaign achieved widespread positive exposure for the launch of
Blue in key national and regional markets including those identified
by American Express as befitting of the target audience. Specifically,
the launch of "Blue from American Express" generated 158 stories
in the month following its introduction on September 8, 1999, in
publications reaching over 29 million individuals.
Financial | eMind