Small Business Saturday.
In 2010, we launched “Start Booming” as a creative platform for American Express OPEN. At its core was the mission to help small businesses succeed and the desire to become their true advocates. We made good on this promise through a number of action-oriented ideas, the most notable being “Small Business Saturday,” which continues to this day. In 2011, it was recognized by Cannes to the tune of ten Lions and two Grand Prix, and by the shoppers of America to the tune of 103 million people “Shopping Small” that day.
With a mission of helping small businesses, American Express OPEN offered a range of tools and services to help owners run their businesses smarter. From charge cards with the purchasing power they needed, to a suite of digital business apps for everything from productivity to marketing. OPEN also built an online community of owners, OPEN Forum, where they could find insight, advice and networking opportunities. And to help businesses get the thing they needed most, more customers, OPEN created a dedicated holiday shopping day, Small Business Saturday. This system of tools, products and accompanying mindset was coined "Start Booming."