2018 Bronze Best brand building campaign
14 Dec 2018
Agency: Ogilvy
Client: EY
Campaign name: #BetterQuestions
Campaign overview
Building a better working world
The brief
This campaign pointed at three global objectives.
To unlock and demonstrate the power of the EY purpose; to broaden consideration of EY services beyond tax and audit; and to inspire EY people.
Strategy
EY aims to build a better working world and set the ambition to become the most distinctive global professional services brand.
And this campaign took aim at competitors, based around three global objectives:
Objective 1
In unlocking and demonstrating the power of the EY purpose, the work needed to ensure that EY clients and prospects clearly knew what EY stood for and what makes it a different proposition.
Objective 2
In broadening the consideration of services, the challenge was that most EY clients and prospects engage with just one part of EY and to reach ambitious growth goals, increased consideration of services was imperative.
Objective 3
In inspiring EY people the challenge was to continue attracting and retaining talent.
The strategy aimed to bring the EY purpose to life by showing not just why they do what they do, but also how they do it.
Creativity
The big idea was to showcase how EY works, demonstrating that better questions lead to better answers, which in turn help build a better working world.
The idea came to life through an integrated campaign, #BetterQuestions, that ran across key markets: EMEIA, Americas and APAC.
It followed a C-suite audience through a range of channels including airport advertising, pan-regional media collaborations, social media and experiential events, leading them to an interactive digital hub: betterworkingworld.com.
Internally, a range of initiatives took place including ‘Better begins with you’, a peerbased global recognition program that acknowledges and celebrates EY people who have found inspiring and impactful ways to bring the EY purpose to life.
In the second phase of the campaign in 2017 the work built on the same channel strategy and also developed an interactive film distributed through social media and housed on the digital hub.
Results
The campaign provided for a strong brand equity performance, boosting EY to an AAA+ global brand.
EY also saw the largest brand value growth within their category during, increasing by 56%. And in 2017 alone EY achieved a 28.5% increase in brand value, driven by the strength in brand growth.
Since launching #BetterQuestions, Universum's annual World's Most Attractive Employers ranking suggests that EY sits directly behind Google and Facebook.
There has been considerable societal impact, too.
Results show how EY member firms galvanised EY people and energised behind the EY purpose to grow and build a better working world.
Team
Ogilvy - Charlie Wilson, Executive Creative Director - Brian Sassoon, Strategy Lead - Chris Spenceley, Managing Partner - Steve Williams, Art Director - Natasha Freedman, Copywriter - Holly Howard, Account Director