2018 Silver Best out of home

Agency: Ogilvy

Client: EY

Campaign name: EY Robot Experience, Frankfurt Airport

Campaign overview

Making people think bigger about EY

The brief

To continue to demonstrate the power of EY’s purpose: to build a better working world.

And primarily, to broaden consideration of EY services beyond their heartland of tax and audit, particularly EY technology and innovation capabilities in digital transformation.

Strategy

To change perceptions of EY among senior decision-makers in the world’s biggest and most influential organisations is a tough ask.

Knowing that Frankfurt Airport has a high percentage of high-profile business travellers was an opportunity to reach an often unattainable audience through a rich and engaging experience that wouldn’t be possible in any other way.

However, the C-suite audience are never at rest, so the work required an execution that was relevant, could ensure cutthrough and immediate recognition of its pertinence to the challenges faced.

The strategy was to ‘show, not just tell,’ and to create a brand experience that demonstrated the EY perspective on digital disruption.

They needed an experience that would stop busy business travellers in their tracks and position EY as being at the forefront of technology and innovation.

Creativity

Frankfurt Airport, like most airport environments, is a sea of traditional print and animated digital advertising.

To cut-through, something highly relevant and dramatic was required.

The future of automation and the workforce was a hugely topical issue for the target audience, and a great
opportunity to discuss the EY perspective on digital disruption.

Using motion-detecting technology in an existing OOH screen, passengers became robots, with every move mimicked as they passed by.

This created a highly impactful and engaging interaction for up to five passing passengers at a time.

The screen also displayed a provocative question, such as “How do you ensure you’re automating intelligently?” to invite people to join the debate.

To support the campaign a series of video assets were built, including four-second teasers to drive interest and excitement, along with video content that shared the EY perspective around the hero question.

Results

For judges eyes only

Team

Ogilvy - Charlie Wilson, Executive Creative Director - Chris Spenceley, Managing Partner - Lorenzo Spadoni, Creative Technologist - Steve Williams, Art Director - Natasha Freedman, Copywriter - John Adams, Programme Director - Alex Finn, Creative Producer - Nicky Beckett, Business Director - Holly Howard, Account Director

EY - John Rudaizky, Partner, Global Brand & Marketing Leader - Bart Boezeman, Global Brand Director - Sabrina Morel, Associate Director, Global Brand Activation - Jess Cowley, Global Brand and Media Activation - Katherine Squier, Associate Director, Brand Marketing Communications

Intergalatic - Richie Parsons, Creative Director - Jasper Squier, Managing Director - Spencer Wannop, Lead Interactive Developer - Stephanie Mesenge, Project Manager

Mediacom - Charlotte Simpson, Business Director - Natalie Thiedemann, Associate Director

PSI - Edward Heaney, Planning Director - Gill Rowe, Account Director