Category: Best Use of Branded Content & Sponsorship
Advertiser: DUPONT
Product/Service: DUPONT
Agency: OGILVY NEW YORK
Worldwide Managing Director: Sandeep Vasudevan (Ogilvy New York)
President: Doug Scott (Ogilvy Entertainment)
Executive Director: Andrew Fair (Ogilvy Entertainment)
Creative Director: Otto Bell (Ogilvy Entertainment)
Associate Director: Abby Marks (Ogilvy Entertainment)
Production Company: (Twofour)
Media placement: Film - BBC World News - May 2011
Insights, Strategy & the Idea
In 2011,the Earth’s population surpassed 7bn, rendering the challenges facing humanity more pressing than ever. DuPont dedicates much research and development to problem-solving solutions to these challenges,specifically in the areas of Food, Energy,and Protection. But solving these challenges cannot be achieved by 1 company or 1 person. The conversation among corporate, governmental and non-governmental bodies must shift to initiate a collaborative process. That is the only way to sustain our world.
Despite DuPont’s collaborative approach to science, target audiences of business decision makers, industry executives, and even DuPont employees knew little of DuPont’s modern capabilities outside of their own silos.
To position DuPont as a critical global partner and cutting-edge scientific thought leader, we sought to create content that would foster a compelling dialogue about the future of our world and centre DuPont at its core. To fuel this conversation, we would leverage the power of a broadcast network with an unmatched global footprint.
Creative Execution
We built The Horizons Project and partnered with BBC World News based on global reach, editorial integrity, and target audience. In an integrated campaign we engaged target audiences through multiple channels:
BROADCAST: The Horizons series features leaders of companies that are shaping our world over the next decade. Together with host Adam Shaw, BBC’s leading financial correspondent, we hosted a prestigious panel of laureates, economists, and philosophers to determine episode topics around food, energy and protection.
STORIES OF INCLUSIVE INNOVATION: 2-minute documentaries, showcasing DuPont collaborations in action, premièred as the sole commercial break during Horizons and aired on DuPont's YouTube channel (over 2M views). DuPont leveraged these films through press channels, trade shows, and internal channels.
EVENTS: Global thought leadership summits in Delhi and Istanbul galvanised the campaign’s global perspective in a compelling regional tone.
DIGITAL: A dynamic series microsite, providing regularly updated content, as well as active Facebook and Twitter accounts.
Results and Effectiveness
• Horizons became the second highest rating show on the network, engaging a global audience of 450m households.
• Horizons ignited conversation on the website (100,000 views) and Facebook (20,000 'likes'). 250 media mentions generated 120m earned impressions.
• For the first time in decades DuPont comprehensively and affordably disseminated a new brand positioning globally.
• Global summits allowed DuPont to strengthen relationships with industry influencers. Panelists included Jose Goldemberg, Time magazine’s 'hero of the environment' and Dr. MS Swaminathan, considered the father of India’s green revolution.
• Overall, the campaign had a 4:1 multiplier of value vs. cost, and increased brand awareness by 15%.