PwC: Be Transformative
Be transformative, with the structure, culture and technology to stay ahead of disruption
Be transformative, with the structure, culture and technology to stay ahead of disruption
PwC Marketing
PwC Marketing
PwC Marketing
Project summary
Create compelling brand level messaging that continues to communicate our human-led, tech-powered approach, as this is resonating with our audience and drives consideration for our brand. Develop tangible proof points around technology that will aid credibility of this message. Provide a clear link into the key client issue of transformation by showing we understand clients and (knowing they can find transformation overwhelming) being there to excite and empower them with high-level inspiring messaging and demonstrating with real examples how our human-led, tech-powered approach can help them be transformative.
Guidance for the business:
- Give UK teams a UK messaging guide/toolkit they can use (instead of the generic Global one) so they understand how to message around the theme of transformation in a way that’s suitable for a UK audience.
- Provide examples to bring best practice to life, ideally recommending copy for different channels where this should differ / where there are restrictions/nuances e.g. event stands.
Messaging development for paid media:
- Create punchy, short form advertising copy that communicates HLTP + be transformative, with proof points, to use in display, social and audio.
- Develop client stories with a focus on tangibility.
- Re-visit insight to decide key topics within transformation to create content around for the content hub.
- Consider how we layer more and more depth of message and tangible proof across the comms journey - from brand position ads, to brand engagement content offsite and then onsite.
Design Challenge
To give the campaign its own distinct look while reflecting the creative brief, it’s crucial to use the core transformation of brand identity effectively. This involves a deep understanding of the brand’s mission, values, and personality, as well as its visual and verbal identity. Interpreting the creative brief is key, clarifying the campaign’s goals, target audience, key messages, and creative direction. New design elements, such as innovative color palettes, complementary typography, and custom imagery, can be introduced to align with the campaign’s theme while maintaining harmony with the brand’s core aesthetics. Dynamic layouts, motion graphics, and interactive features like UX enhancements or augmented reality can further differentiate the campaign. Throughout, all elements must consistently reflect the key messages and tone outlined in the brief, ensuring the campaign stands out yet remains true to the brand's essence.
Hero colours
Supporting colours
Identifier device
Framing the beneficiaries of change / transformation.
Messaging approach
Primary campaign messaging
Be transformative
Secondary campaign messaging:
Need industry expertise and technology skills? Our 5,000 UK technologists are ready to help.
Photography and copy
For each copy proofpoint, we assigned a bespoke moving image to reinforce the messaging. By creating tailored short videos that align with specific messages, we ensure each proofpoint is visually emphasized and more engaging. This approach enhances the audience's understanding and connection with the campaign, making each message more memorable and impactful.
Be transformative
Need industry expertise and technology skills? Our 5,000 UK technologists are ready to help.
Be transformative
Time for lasting change? We've been helping clients navigate disruption for 175 years.
Be transformative
Need to harness emerging tech? We've set up 15,000 of our UK team with GenAI tools and skills.
Be transformative
Facing complex change? Our UK teams work with 350 technology and data vendors (so you don’t have to).
Kinetic typography
To add a distinct design element to the campaign, we have developed a bespoke kinetic typography animation using the key campaign messaging. This involves creating dynamic text animations where the words themselves move and transform in creative ways, effectively capturing attention and conveying the core messages. By using kinetic typography, the campaign can present its messages in a visually engaging and memorable format, enhancing the overall impact.
The animations are tailored to reflect the campaign's theme and tone, ensuring consistency and reinforcing the brand identity while adding a modern and innovative touch. This distinctive design element not only differentiates the campaign but also increases viewer engagement by combining visual interest with clear, compelling messaging.
Be transformative
To add a distinct design element to the campaign, we developed a bespoke kinetic typography animation that reflects PwC's adaptability and flexibility. This dynamic animation showcases text movements that symbolize agility, illustrating how PwC efficiently adapts to changing market demands. It captures attention and reinforces the message of PwC's innovative and forward-thinking solutions.
Out of homes
One of the key highlights of the campaign involved the strategic placement of out-of-home digital banners across the entire UK. This aspect of the campaign played a crucial role in maximizing visibility and engagement. The decision to utilize digital banners in out-of-home settings underscored the campaign's commitment to reaching a broad audience and making a significant impact.
- 01 Trafford Tower
- 02 Edinburgh Tower
- 03 Motion @ London Bridge
- 04 OOH Transvision (Charing Cross, Birmingham & Reading)
- 07 OOH Digital Gateways (London Bridge)
- 08 OOH - Waterloo Station LFD
- 05 OOH - The Screen @ New Street Birmingham
- 06 OOH Digital Gateways (Bank)
Display banners
A pivotal aspect of our campaign was the strategic use of display banners on major websites such as The Guardian, Financial Times, Quantcast, Wired, and more. We employed various formats like MPU, DMPU, Billboard, and Page Takeover for maximum impact. This diverse approach aimed to reach a broad audience, leveraging the credibility of reputable platforms to effectively convey our message and create a memorable online presence.
- 08 Ozone _HIRS_Billboard_970x250 (.psd file)
- 09 Ozone_Mobile_Interscroller_420x625 (.psd file)
- 10 Ozone_Single_skin (.psd file)
- 11 Guardian_MPU_300x250_15s_HTML5
- 12 Guardian_Half_Page_300x600_15s_HTML5
- 13 Guardian_Billboard_970x250_15s_HTML5
- 01 FT_MPU_300x250_15s_HTML5
- 02 FT_Half_Page_300x600_15s_HTML5
- 03 FT_Billboard_970x250_15s_HTML5
- 04 Guardian_Fabric_Banner(Build in-house_DAP)
- 05 Guardian_FabrixXL_Banner Build in-house_DAP)
- 06 Bloomberg_1280x720 (.jpg)
- 07 Ozone_HIRS_DMPU_300x600_(.psd files)
.avif)
.avif)
.avif)
.avif)
Social media
The social media strategy for the campaign focused on LinkedIn and Twitter. On LinkedIn, we engaged professionals with in-depth articles, thought leadership pieces, and case studies. On Twitter, we shared quick updates, insights, and visuals, leveraging hashtags and trending topics for increased visibility. This approach effectively reached our target audience by tailoring content to each platform's strengths.
Landing page
A landing page was developed to draw traffic and provide leads and visitors with detailed information about the campaign's objectives. Featuring a compelling design, clear call-to-actions, multimedia elements, and lead capture forms, the page served as a comprehensive hub. It was optimized for SEO to attract organic traffic and effectively inform and engage visitors, enhancing the campaign's impact.
Campaign in action
The campaign attracted significant attention in key London locations and on major online media outlets. In London, prominent ads were placed in high-traffic areas like train stations, shopping districts, and landmarks. Online, it was featured on top news websites, industry blogs, and social media platforms, with influencers and experts amplifying its reach. This strategy ensured widespread awareness and engagement both offline and online.
Next Project
