STORIES OF AMBITION

TitleSTORIES OF AMBITION
BrandJLL
Product / ServiceACHIEVE AMBITIONS
CategoryA09. Consumer Services / Business to Business
EntrantMKTG SINGAPORE, SINGAPORE
Idea Creation MKTG SINGAPORE, SINGAPORE
Production ISOBAR Singapore, SINGAPORE
Production 2 GYRO Singapore, SINGAPORE
Production 3 THE PRECINCT Sydney, AUSTRALIA

Credits

Name Company Position
Michael Hemmingway MKTG Regional Business Director
Stephanie Tyan MKTG Associate Director
Henry Motteram The Precinct Studios Executive Producer
Michelle Galluzzo The Precinct Studios Creative Director - Film
Mark Tipper JLL Regional Creative and Brand Director
Vickie Chiu JLL Senior Brand Manager, Asia Pacific
Christophe Altaie JLL Head of Events, Sponsorships & Partnerships, Asia Pacific
Kimberly Nelson JLL Head of Marketing Operations, Asia Pacific
Stan Lim Isobar Chief Creative Officer
Chye Yong Hock Isobar Chief Innovation Officer
Pearl Chye Isobar Senior Software Engineer
Melissa Wee Isobar Junior Art Director
James Ong Isobar Tech Innovation Artist
Terence Lim Isobar Innovation Artist
Sok Yin Sim Isobar Tech Project Manager
Lauren Otto Gyro Account Director
Mark Bellamy Gyro Senior Strategist
Rimi Sweis Gyro Head of Media
Samantha Lee Gyro Account Director
Geraldson Santos Santos Gyro Account Director
Jeffrey Mooi Gyro Senior Art Director
Brian Johnsen: Gyro Creative Group Head
Dinesh Prasanna Gyro Senior Art Director
Michelle Galluzzo The Precinct Studios Creative Director - Film

Background

In 2018 JLL embarked on their first brand campaign in APAC under the brand promise 'Achieve Ambitions'. To achieve their ambition, we challenged the status quo of the typical B2B advertising and sponsorship. We set ourselves to provide a credible and relatable story to grow brand love, a story that JLL could authentically own. Our plan had to address five key objectives for JLL: - Increase awareness and reach new audiences - Become famous beyond real estate - Demonstrate JLL understands people and the ambitions that make them thrive - Position JLL as a technology leader in urban environments - Demonstrate JLL understands cities and urban passion

Describe the creative idea

Our answer was “Stories of ambitions". A metaphor to illustrate JLL’s business, resources and work with clients, through parallels with new phenomenon sport climbing. To help clients achieve their ambitions, JLL provide access to funding, world-class facilities, expert consultative advice and use proprietary technology and data to deliver a competitive advantage. These elements all came together to create our ‘Stories of Ambition’. A sponsorship platform and content series within sport climbing. The stories of rising star athletes, training to achieve their Olympic ambitions, with the help of an expert consultant and world-class resources. Our editorial and human stories capitalised on one of the biggest platforms in world sport without a direct brand association in a highly credible and authentic way.

Describe the strategy

Research was key to identifying the right urban passion and framing our approach. We aimed for a property allowing to leverage the Olympics. Research led us to Sport Climbing. An exciting urban sport and perfect fit for our campaign. -City background: growing urban passion with many facilities opening up within cities -Exponential interest: Rapidly growing sport, soon to be Olympic sport. With an estimated 25M climbers globally, significant Asia growth, it resonated with both existing and new audiences broadening JLL’s funnel. -Perfect context: lacking resources at the highest level and the introduction of a new format at the Olympics - 1 competition combining 3 disciplines- requiring expert coaching for athletes with Olympic dreams Our framework was set. Identify young athletes across APAC. Athletes from different cultures, backgrounds, challenges within their city in terms of resources, coaching and infrastructure but all sharing a common goal - scaling new heights.

Describe the execution

The metaphor came to life; -6 relatively unknown rising stars athletes in need for funding, facilities and expertise - like JLL clients. -Internationally renowned coach Ian Dunn - our expert – to guide them in the new Olympic format -Access to some of the best climbing facilities in the world at a week-long training camp in Japan -Built the world’s first smart climbing suit to analyse climbing data like never before -Athletes funding Shooting in 5 cities over 6 weeks, we created a documentary series to tell their story. Each athlete with their dedicated episode. 9 episodes in total (coach, athletes, mock-competition & technology) plus promotional cut-downs. We also shot 200+ stills for digital and outdoor execution supporting the campaign. Then we spread the word. We partnered with National Geographic online hosting the episodic content plus local market websites and media assets driving to content destinations.

List the results

Globally JLL’s most viewed and engaged content ever and counting. 7.6M people reached and 7,600 average views daily. Social Results: Social performance doubled industry average engagement with 18% (vs 9% ave) and achieved 4X industry average CTR at 2.8% (vs 0.67% ave). Video Results: Outperformed video benchmarks by almost 5X with CTR at 1.24% (vs 0.25% average) and VTR at 80% (vs 60%). At the mid-point of a 6-month media campaign, brand lift results are not currently available. In addition to media results, the campaign received global coverage including interviews, articles and features across both print and online about the technology and approach. Featuring half page coverage within the Sports and tech pages of the Singapore and China’s National papers.

Links

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