Realize the potential’ – that’s a brand idea from American Express, one that it has promoted since 2009. This year, the payment provider plans to rework the idea, using a new UK documentary series to connect with customers.
The series is all about ‘hidden talents’. It’s being planned as a six-part TV show, in which participants discover previously untapped abilities, learning everything from new languages to extreme scuba diving.
In each 60 minute episode, to screen on the UK’s Channel 4, subjects will be assessed by ‘experts’, and those with talent – an excellent sense of direction, for example – will be trained to do something extraordinary (or at least something entertaining enough to fill an hour).
The series has already been promoted as ‘life changing’, with claims that opening up aptitudes like this, and guiding participants to achieve what at first seems impossible, is inspiring stuff.
The ‘incredible’ element relates to how quickly the person can unlock their talent – like the subject with the mind for direction, who becomes a kind of living Sat-Nav.
This is where American Express comes in. The brand aims to tie itself closely to the feel-good experiences shown, making the most of its sponsorship via ads around the episodes. So far, it’s revealed that the commercials planned are animated animal adventures.
The payment provider is also supporting online promotions for the show.
So what kind of customer does all this appeal to? For the most part, the viewers that should relate are the affluent kind – this variety of customer wants a more rounded, exciting life, and can afford it too.
American Express no doubt hopes to give meaning to its ‘realize the potential’ concept, demonstrating that life can be rewarding when talents and new experiences are explored
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