The NEW CategoryEntrant:
Crispin Porter + Bogusky/Digitas, New York
American Express OPEN "Small Business Saturday"
Credits Media Type: Social Network Communities, Television, Websites Corporate Name of Client: American Express OPEN Agency: Crispin Porter + Bogusky Interactive - Digital & Social Media Strategy/Online Media Strategy: Digitas Public Relations AOR: M Booth & Associates Social Media Build Partner: Vitrue Above The Line Media Strategy: Mindshare
Basic description of the project: Big box stores have Black Friday. Online mega sites have Cyber Monday. American Express OPEN thought small, independent business owners should have their own day too. So they created one. On November 27th, 2010, Small Business Saturday launched with a rallying cry of “Shop Small.” Mayors and Governors across America officially adopted the day. And consumers embraced it in a big way too. Pouring millions of dollars into small businesses over the most important shopping weekend of the year. With American Express shop owners scoring double-digit sales increases. Suddenly small business, was anything but.