American Express campaigns to help small businesses grow

5 November 2018

Advertiser: American Express
Creative Agency: Ogilvy (NSW)
Media Agency: Mindshare (NSW)

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American Express has launched its latest efforts to support small businesses.

American Express has unveiled its new Shop Small campaign in Australia, featuring real life small business owners to inspire shoppers to support local businesses.

Running throughout the month of November, the campaign features 15 business owners from across Sydney and Melbourne who are encouraging consumers to “love where you live”.

Three of the featured small businesses have been surprised with ads displayed in some of the largest out of home placements in Australia. This includes Grand Days from Woolloomooloo and the Barber shop from Barangaroo, who were featured on screens on O’Riordan Street in Mascot.

After six years of running, the Shop Small campaign has gained support from government, associations and ambassadors. 

Inspired by the brand’s global brand platform, the spot uses a hand-drawn version of American Express’ famous card design which places merchants at its centre.

American Express VP of brand Naysla Edwards says: "Small businesses are an integral part of our communities and what makes them unique. What better way to recognise their contribution and celebrate them, than by putting them front and centre of the Shop Small advertising campaign."

Edwards also comments on the importance of supporting our local businesses and watching them thrive.

Mindshare is executing the paid media campaign and PR agency opr handled earned media strategy, which includes the launch of a whitepaper report, The Economy of Shopping Small: Back Your Backyard, and an Instagram competition asking consumers to nominate their favourite small business using the hashtag #ShopSmallFave.

American Express recently moved its global media to UM.

Shop Small advertising will feature in TV, cinema, outdoor, online video, streaming audio, digital, social and newspapers.


Local campaign creatives : Ogilvy Australia

Lifestyle Photography: John Laurie

TVC producer: McGarryBowen and localised by Ogilvy

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