American Express has unveiled its new Shop Small campaign in Australia, featuring real life small business owners to inspire shoppers to support local businesses. The campaign features 15 business owners from across Sydney and Melbourne who are encouraging consumers to “love where you live.” The campaign will run throughout the month of November – Shop Small month.
Shop Small, founded by American Express, is a national movement that shines the spotlight on the importance of small business and encourages Australians to walk through their doors. The movement, now in its sixth year, has built a coalition of partners to ensure its success, including government, associations and ambassadors.
The campaign creative takes its cue from the brand’s refreshed global brand platform: “Powerful Backing: Don’t Do Business / Don’t Live Life Without It” and new visual identity, using a hand-drawn version of American Express’ famous card design which places merchants at its centre.
“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. The small businesses we’ve chosen represent the diversity of small businesses and include a bicycle shop, garden nursery and clothing store to name a few,” said Naysla Edwards, Vice President of Brand, Charge Cards and Member Experience for American Express.
“We know Aussies love where they live, but this campaign is a reminder that if they want to see their suburbs thrive, they need to back their local small businesses in November and beyond.”
Shop Small advertising will feature in TV, cinema, outdoor, online video, streaming audio, digital, social and newspapers. The campaign is also supported with a partnership with News Corp across its News Local titles.
Three of the featured small businesses have been surprised with ads displayed in some of the largest out of home placements in Australia, which was managed by Junkee Media. Grand Days from Woolloomooloo and The Barber Shop from Barangaroo were featured on screens on O’Riordan Street in Mascot. Abacus Bar and Kitchen from South Yarra in Melbourne was featured on Bourke Street in Melbourne. The placements gave these businesses exposure to thousands of commuters during the morning rush: another way American Express is backing small businesses this November.
The local campaign creatives were produced by Ogilvy Australia and shot by lifestyle photographer, John Laurie. The TVC was produced by McGarryBowen and localised by Ogilvy. Mindshare is executing the paid media campaign and opr Agency the 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.