Dupont Promo, Case study THE HORIZONS PROJECT by Ogilvy & Mather New York

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THE HORIZONS PROJECT

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Industry Chemicals, Fertilizers & By-products, Metallurgy, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Ogilvy & Mather New York
Creative Director Otto Bell
Released September 2011

Credits & Description

Category: Corporate Communication
Advertiser: DUPONT
Product/Service: CORPORATE BRAND
Agency: OGILVY ENTERTAINMENT
Worldwide Managing Director: Sandeep Vasudevan (Ogilvy & Mather)
President: Doug Scott (Ogilvyentertainment)
Executive Director: Andrew Fair (Ogilvyentertainment)
Creative Director: Otto Bell (Ogilvyentertainment)
Associate Director: Abby Marks (Ogilvyentertainment)
Associate Content Manager: Nicole Severi (Ogilvyentertainment)
Group Coordinator: Kaila Roti (Ogilvyentertainment)
Media placement: Event - Delhi - Live Event, Simultaneous DuPont Tweets & Press Release, Media Outreach - April 4 2011
Media placement: Corporate Communication - Broadcast Sponsorship - BBC World News - May 6 2011
Media placement: Corporate Communication - Stories Of Inclusive Innovation - BBC World News - May 6 2011
Media placement: Press Kits - Brochures To Companies Featured In The Series, Marketing Materials At Events - May 2011
Media placement: Digital PR - Microsite - May 2011
Media placement: Digital PR - Social Media - May 2011
Media placement: Digital PR - YouTube - May 2011
Media placement: Internal Communications - Event Assets In Global Offices - May 2011
Media placement: Internal Communications - DuPont Intranet And Weekly Newsletter - May 2011
Media placement: Event - Istanbul - Live Event, Simultaneous DuPont Tweets & Press Release, Media Outreach, X-Promotion W/World Congress - September 2011
Summary of the Campaign
Challenge:
In 2011, the earth’s population surpassed 7b, rendering the challenges facing our world more urgent than ever. A forward-thinking science company, DuPont believes collaboration is the key to tackling these challenges, but business and industry leaders and even DuPont employees knew little of DuPont’s breadth and capabilities outside of their own silos.
Objectives:
• Increase awareness of DuPont brand messaging and businesses by showcasing DuPont's collaborative approach to science
• Shift perceptions: position DuPont as a key global partner and cutting-edge scientific thought leader
Strategy:
Launch a content-led platform to spark conversation around our world’s most crucial concerns, centring DuPont at its core. The result was The Horizons Project, built on 4 pillars:
• Broadcast: Horizons series, sponsored by DuPont and airing on BBC WN, features business leaders and companies tackling our world’s challenges
• Stories of Inclusive Innovation: 2-minute documentaries manifesting DuPont collaborations in action
• Global thought leadership summits in Delhi and Istanbul
• A comprehensive digital strategy including microsite, social media, and YouTube channel
Outcome: The campaign engaged an extensive audience and sparked genuine conversation across social media, press, and internally in DuPont, who leveraged assets as PR and sales tools.
Horizons featured a plethora of press extensions. The content garnered attention through trade releases, media alerts, profile interviews for Horizons host Adam Shaw, and global summit coverage. DuPont leveraged content as press tools to deliver corporate communications globally.
The Situation
DuPont spends 75% of their research budget answering 3 questions.
• How will we feed a growing population?
• How will we decrease our dependency on fossil fuels?
• How will we protect people and the environment?
Having avoided advertising for years, DuPont balked at splashing $100m on a traditional campaign. This Fortune 100 company has a 210 year history of scientific discovery, but believes collaboration is the key to tackling humanity’s challenges around food, energy and protection. Despite their progressive approach to science, internal employees and industry executives alike knew little of DuPont’s breadth outside of their own silos.
The Goal
• Goal: Shift DuPont’s brand image to a scientific powerhouse that activates business decision makers to join the global conversation.
A thorough research platform, implemented by BBC prior to campaign activity, revealed that target audiences - business decision makers and c-suites - did not perceive DuPont as a modern, scientifically progressive thought leader.
In response, we sought to create a future-facing content-led platform that would:
• Educate key audiences about DuPont’s forward-thinking approach to science in a modern world
• Re-brand DuPont as a scientific thought leader and a partner to be sought out by businesses and organisations around the world
The Strategy
To economically create content that would foster a compelling conversation about the future of our world over the next decade.
Realizing the truly global footprint of DuPont, we needed to leverage the brand power of a credible, global news network with an unmatched worldwide reach. We developed The Horizons Project, and selected BBC World News as our partner based on their enthusiasm for the idea, editorial integrity, shared target audience, and global reach. Together we engaged host Adam Shaw, BBC’s leading financial correspondent, and hosted a prestigious panel a meeting of Laureates, Economists, Philosophers and Futurists to determine episode topics around Food, Energy and Protection.
Execution
Over 5 months, the team filmed Horizons season 1, visiting 18 countries, profiling 44 companies, and interviewing over 150 people. Season 1 of Horizons explored emerging global issues and companies who are shaping the way humankind will live over the next decade. Stories of Inclusive Innovation were created to appear during the series’ commercial breaks and also aired across YouTube. The campaign’s first global summit, the Global Collaboratory on Food, was held in Delhi and strategically coincided with the series premiere, naturally integrating broadcast with events.
Finally, the digital microsite and social media extensions launched alongside the series premiere, providing viewers with a dynamic hub to further connect with the program’s content.
Throughout production and execution, we mitigated budgetary challenges with nimble production models and packed calendars. One month in early 2011 we produced 4 half-hour episodes of Horizons, 3 short documentaries, launched a website and convened an international summit.
Documented Results
• The campaign was a huge step forward for corporate communications, which DuPont was able to disseminate globally for the first time in decades by leveraging campaign assets
• Horizons quickly became the second highest rating show on BBCWN, engaging 185m.
• Horizons genuinely sparked conversation across press channels: 250 media mentions and over 150 blog mentions generated over 120m earned impressions. Unprompted requests for classroom copies of the show and posts like, “thank you for the show, keep it up!” appeared on our website (100,000 views) and Facebook (20,000 'likes').
• DuPont leveraged campaign assets as press tools in meetings, business pitches, and industry events.
• By extending DuPont’s global messaging to local business partners and influencers, Horizons events in Delhi and Istanbul manifested global perspectives in a compelling regional tone.
• The campaign had a 4:1 multiplier of value versus cost (based on media value, not including additional value of other marketing extensions).