Human-led, tech-powered
Human-led, tech-powered
Human-led, tech-powered
PwC UK Marketing
PwC UK Marketing
PwC UK Marketing
Objective
Our primary goal is to position ourselves as the leading professional services firm in emerging technologies, particularly for decision-makers and influencers in the fields of technology, transformation, and business model restructuring (BMR). We aim to achieve this by demonstrating our ability to combine human talent and advanced technology to solve complex business challenges. Success will be measured through increased perceptions of our capabilities and higher brand consideration for our tech and transformation services.
Many clients feel overwhelmed by the vast scope of the technology transformations they need to undertake. Their scepticism is often rooted in past experiences where projects failed to meet expectations. To address these concerns, our campaign is anchored on the positioning of "Tech-powered change," aimed at reassuring clients of our expertise and reliability.
Our primary audience includes C-suite executives and their direct reports, a niche yet highly influential segment of the UK population. To extend our reach, we are also targeting a broader audience that could grow to 2 million or more, especially if we incorporate our Employer Brand into the campaign. This expanded reach will help us maximize our influence across various media channels.
Design challenge
In-House Transition: After a long collaboration with McCann, the PwC brand team decided to bring all campaign design development and asset production in-house to expedite the output process. Due to the unsatisfactory work from McCann, the deadline was extremely tight. Given my reputation as one of the fastest designers on the team, I was appointed as the lead designer for this critical project.
Responsibilities and Execution: My task was to further develop the campaign ideas from both static and motion perspectives. This involved enhancing primary and supporting elements such as imagery and copy to elevate the overall campaign. Despite the tight deadlines, I successfully delivered a comprehensive range of digital assets.
Deliverables: I produced various digital assets, including social media graphics and display ads, which were featured on prominent platforms like The Guardian, Business Insider, Financial Times, and The Times. Additionally, I created out-of-home (OOH) advertisements displayed in major locations across London, Reading, Birmingham, and Edinburgh, among others. This extensive asset production ensured that our campaign reached a wide and influential audience, reinforcing PwC’s brand presence and leadership in tech-powered transformation.
Results
Challenge
Design
Inspired by the PwC logo, our design uses extending and stretching squares to create a cohesive and dynamic layout. These block shapes will seamlessly integrate with the headline and body copy, visually representing our adaptable and innovative solutions.
Photography and copy
Each campaign will feature a PwC human expert as the "catalyst" to emphasize our human-led approach. Alongside, we'll showcase relevant topics like wind farms or drones to make the message tangible. Two additional abstract visuals will be included to set the mood and highlight our tech-savvy edge. This layered visual strategy aims to build trust and reinforce our leadership in tech-powered transformation.
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.
- JCDECAUX MOTION@CITY
- The Screen @ Canary Wharf
- Digital Runway @ Canary Wharf
- Digital Gateway @ Canary Wharf
- Digital Escalator Panels
- The One Knightsbridge
- Transvision Charing Cross
- Transvision Birmingham
- Transvision Reading
- Digital 6 Sheet
- The Screen @ New Street Birmingham
- MAXX MEDIA Reading Lights
- Trafford Tower
- Edinburgh Tower
Display banners
A pivotal aspect of our campaign was the strategic use of display banners on major websites such as The Guardian, Financial Times, Business Insider, The Times, 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.
- The Times - Billboard (HTML5)
- The Times - DMPU (HTML5)
- The Times - MPU (HTML5)
- The Times - Leaderboard (HTML5)
- The Times - Mobile Leaderboard (HTML5)
- Business Insider - DMPU (HTML5)
- Business Insider - MPU (HTML5)
- Business Insider - Leaderboard (HTML5)
- Business Insider - Mobile Leaderboard (HTML5)
- Business Insider - Billboard (HTML5)
- The Financial Times - Billboard (HTML5)
- The Financial Times - MPU (HTML5)
- The Financial Times - DMPU (HTML5)
- The Guardian - MPU (HTML5)
- The Guardian - Billboard (HTML5)
- The Guardian - Leaderboard (HTML5)
Landing page
The campaign landing page was a central hub for our promotion, offering a seamless and engaging experience. Designed with user-centric navigation, it effectively conveyed key messages through visuals and interactive elements. With a responsive design for various devices, the landing page played a crucial role in driving engagement and achieving campaign objectives
Social media
Our social media strategy included a noteworthy collaboration with LinkedIn, enhancing our professional network outreach. Additionally, we were honored to have the esteemed BBC presenter, Hannah Fry, as part of our campaign. Through strategic posts and live sessions, we leveraged these collaborations to amplify our message and engage our audience with influential voices in the industry. This unique partnership brought added credibility and resonance to our campaign, contributing significantly to its success.
Seen in the wild
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.
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