Why is this work relevant for Brand Experience & Activation?

Following the success of Deloitte’s first ever above-the-line advertising campaign in 2018, we brought the firm’s first ever digital-first campaign ‘Connect for Impact.’ With an impending brand repositioning based on value of connection, this campaign was the perfect bridge between old and new, demonstrating Deloitte’s ability to ‘connect’ client issues, latest technology, diverse perspectives and ideas – and most importantly, to connect clients to the best expertise. In line with Deloitte’s emphasis on innovation and technology, this campaign acted as a powerful tool in showcasing firm’s creativity in thinking about key business and government issues, whilst creating a stand-out experience.

Background

There has never been more opportunity to form connections, but often what we get instead is complexity, slowing us down. So what does it mean to be truly connected? This is what we set out to reveal in our campaign ‘Connect for Impact.’ Our brief was to demonstrate the importance of connection and the unique ability of Deloitte to ’connect the dots’ on our clients’ most pressing issues. We educated our audience on the link between their biggest challenges and highlighted Deloitte’s strategic expertise in solving multiple issues in a holistic way – bringing together the right experts under one roof. The specific objectives were to: - Increase awareness and preference for Deloitte Asia Pacific (APAC) as a leader in technology and innovation - Engage a cross-cultural audience and encourage them to explore Deloitte’s expertise across multiple issues - Showcase the breadth of Deloitte as one unified APAC firm.

Describe the creative idea (20% of vote)

The world is connected…and so are we. With a powerful key message, we created a strong yet simple creative to bring it to life for a diverse audience, and to signify that Deloitte can help cut through today’s business complexity. Front and centre was our hero interactive video webpage. A combination of video and state of the art animation took the audience on a journey of discovery – travelling through an imagined landscape that connected their most pressing issues. Represented by a green ball (a nod to Deloitte’s infamous Green Dot), Deloitte remain prominent throughout, demonstrating that we are on this journey together, we have a deep understanding of clients’ issues and can successfully connect them together. The video webpage could be viewed in multiple languages and featured issue-based content (embedded within) in different formats and styles to suit content purpose and appeal to diverse preferences.

Describe the strategy (20% of vote)

After defining our target audience – C-suite and key influencers across Banking, Consumer Goods, Energy and Resources and the Public Sector – we worked closely with colleagues across APAC to create personas and understand key issues, nuances and considerations across our core audience segments and markets. Our strategy focused on a selection of content across five key issues – smart cities, cyber, emerging technologies, innovation and the future of work – enticing our audience and guiding them through a typical buyer journey. All five issues were linked via clever messaging and call-to-actions, supporting our message of connection. The creative and sophisticated user journey mapping ensured our audience would explore multiple – rather than one – issue. To ensure longevity, we ran mini-campaigns focused on each of the five issues, with all activities centred around that issue for that period. This enabled better targeting and analytics while maintaining audience interest.

Describe the execution (30% of vote)

To build anticipation pre-launch, we ran a social media teaser campaign introducing the theme of connection, encouraging content pre-registration and priming the audience for something exciting to come. On launch, our interactive video webpage with cross-cultural accessibility went live! The video played in a selected language with subtle digital prompts to encourage people to delve into issue pages containing short digestible video and case studies. These pages facilitated a typical buyer journey – animated videos to position the issue (awareness/interest), interview videos to showcase experts’ knowledge (interest/decision) and case studies to demonstrate Deloitte’s success in issue resolution (decision/action). A mix of online and offline channels drove traffic to our main page. An extensive social campaign saw us test 450+ ad variations for performance with audience segments. Email nurturing, airport advertising and in-person activations targeting key clients (including deliveries of green stress balls with a call to visit the page) followed.

List the results (30% of vote)

From increasing Deloitte’s share of voice by 48% over competitors on our key campaign issues to increasing campaign webpage views by 482% vs our campaign target, Connect for Impact was a roaring success as the firm’s first ‘digital-first’ campaign and even became the blueprint for a global firm-wide roll out. With a reach of over 2 million, 17000+ social engagements and almost 600 clicks to find out more about how our teams can help, the campaign far exceeded objectives and continues to be used by Deloitte member firms around the world today.