The campaign will run until mid June on JCDecaux Transvision screens in 10 London train stations.
Designed to help passengers make the most of their travels, personalised and location-specific messages will feature on the billboards highlighting interesting tips and insider knowledge about the area local to them.
Passersby will be encouraged to generate their own tip by sending a text message, including their name, to a number referred to as ‘London’s Insider Tip Generator’. The text will trigger a personalised piece of information or tip that will then feature on the screen e.g. “A tip for Tim: Look outside Kings Cross station and see if you can spot a 19th century lighthouse!” The participant will also receive the tip as an SMS message, meaning they can take it away with them and share.
The campaign was created by OgilvyOne UK. SMS integration was managed through Grand Visual’s OpenLoop platform allowing moderation and the publishing of tips instantly across all 10 sites from a desktop location.
Melissa Weber, Brand and Communications Director at American Express comments: “This innovative activity forms part of our current ‘Realise the Potential’ brand campaign. The outstanding service we offer, whether it is insider information on a destination, access to exclusive deals or comprehensive protection, enables our Cardmembers to get the most from their travels whether home or abroad. This campaign really brings to life our service in a creative, compelling and engaging way and gives consumers something interesting and useful to take away and share.”