PWC Promo, Case study READY by LAB

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market United Kingdom
Agency LAB
Director Tony Manwaring
Creative Jody Louie
Released May 2009

Credits & Description

Category: Best Use of Outdoor
Advertiser: PWC
Agency: LAB
Date of First Appearance: May 22 2009 12:00AM
International Group Account Director: Brad Smale (Initiative)
Director: Tony Manwaring (LAB)
Creative: Jody Louie (LAB)
Media placement: Posters - Copenhagen Airport - 22/05/2009

Results and Effectiveness

• PwC achieved unrivalled standout at Copenhagen; “Ready” was referenced by speakers during the conference opening, and PwC received 21 press mentions - far outweighing the big three competitors, who received no mentions. • Increased traffic to ‘’ (13,394 visits), mostly from high-profile corporate domains, indicated PwC was cementing their position as ‘the’ authority on S&CC. • Internally, PwC went ‘Ready crazy’; local offices activated the campaign, and sustainability became a strong selling point across every aspect of their business. • Most impressively, PwC won three substantial projects in the S&CC arena, off the back of their COP 15 visibility.

Creative Execution

Dominating Copenhagen airport with an outdoor campaign timed to coincide with two crucial events on the global S&CC calendar (World Business Summit in May, and COP 15 in December) provided the solution. Combining this with local press activation, we ensured relevant reach and impact, at a cost efficient price. Given the nature of the conferences, PwC could engage with all their audiences simultaneously in an ‘opt-in’ environment – guaranteeing the right frame of mind to absorb PwC’s message. Working closely with the ad agency we created a high visibility campaign with a strong narrative thread, through a combination of gatebridge network takeovers, baggage reclaim special formats, high-visibility lightboxes in transit and large outdoor formats on exit. From the moment the attendees stepped off the plane, on their journey through the airport and as they departed to the City, they could not miss the ‘Ready’ message.

Insights, Strategy & the Idea
PwC’s newly-created Sustainability and Climate Change (S&CC) division needed to establish credentials and differentiate itself in a highly competitive marketplace. Rough market conditions couldn’t be an excuse for not driving this division forward. While there was a short-term pause in business’s appetite for tackling Sustainability, the issue is clearly a long-term one, and PwC was determined to become a highly-regarded player in the sector. The marketing objectives were threefold: • Increase PwC’s external visibility in this arena • Change internal perceptions of the S&CC offering • Crucially, generate new high value business opportunities We needed to reach two distinct multinational audiences; business leaders and government policy makers. However they were already swamped by B2B messages. Therefore, with the budget available, a traditional pan-regional print and digital ‘push’ campaign would be wasteful and lack stand out. We needed to engage and ‘pull’ these decision makers to PwC. Copenhagen provided the answer.