On behalf of Amex, Mindshare Worldwide commissioned production company Silver River to produce 6 one-hour episodes, following a successful commissioning pitch to Channel 4. The series ran in peak-time (a UK media first for AFP!) across 6 weeks, commencing the end of April 2012. Alongside the TV series an extensive digital ecosystem was developed to extend the Hidden Talent experience beyond the television set, ensuring that Hidden Talent could not only change the lives of our contestants, but offered an enriched experience to those viewing at home.

This multi-platform (Facebook, Amex website, Twitter, YouTube, channel4.com) social experience mirrored the TV series through a series of interactive tests and video content that challenged and inspired. Tests were scientifically-based, and endorsed by the same experts who we worked with to discover and coach the heroes of the TV show. This added-value content was promoted seamlessly across paid, owned and earned media channels.

- Developing a new model for marketing communications, pioneering a new way of working with content producers, agency partners, distributors, media owners

- Creating a unique marketing asset and owned IP for American Express

- The format is now being taken to other markets with International Distribution partner, Fremantle Media -helping people all over the world to realise their potential!

Bespoke tracking study via SPA third-party research showed that viewers of Hidden Talent were:

• 3x more likely to be aware of Amex ‘Realise The Potential’ brand proposition

• 5x more likely to take out Amex card in future

• Amex 3.5x more likely to be only brand considered when next changing card

• 2x more likely to visit Amex website in future