We kicked off with a summer concert series and ticket presale for Cardmembers featuring Florence and the Machine, The XX and Gill Scot Heron at Somerset House, London’s hottest outdoor venue, plus headline sponsorship and Cardmember presale of the London Film Festival. We drove customer engagement with a UGC competition and digital hub, hosted by Channel 4, where people submitted their own ‘special live moment’ photos, videos and stories. This content was integrated into a stunning ‘My Live Story’ documentary short made by Ridley Scott Associates films.

A teaser of this film was shown at the European premiere of BAFTA and Oscar award winner ‘The Kings Speech’. We organised a private screening of ‘My Live Story’ for Cardmembers and competition winners, plus an exclusive Mark Ronson gig, at Abbey Road Studios. The whole campaign culminated in a media first – the broadcast of 'My Live Story’ in editorial airtime on Film4.

A wealth of American Express special moments: 200 screenings at LFF, 10 gigs at Somerset House, 400 people for an Abbey Road exclusive event.Large media coverage: the total campaign experienced 139million exposures, 130,000 unique visitors to the C4 hub, and 100,000 people watched the short film on Film 4.Coverage relevant to aims of campaign: 100% of coverage was American Express and My Live Story branded, 81% of coverage delivered key messages around the Access programme and references to film and music.A million pounds of PR/earned media value.