EY (Ernst & Young) - "Transformations"
By posing the question, "Will your business shape the future or be shaped by it?", EY emphasizes the urgency for companies to proactively adapt and innovate. This approach positions EY as a catalyst for transformation, encouraging businesses to seize opportunities amidst global challenges.
The campaign features 60-second and 30-second television commercials aired on major business channels like Bloomberg, Euronews, CNBC, BBC News, and CNN. It also includes digital out-of-home advertisements in high-traffic business travel locations, complemented by online and social media content such as podcasts and videos.
The campaign targets business leaders and decision-makers facing challenges such as geopolitical shifts, technological advancements, environmental concerns, capital scarcity, and talent shortages. It also appeals to organizations seeking to unlock value through enterprise transformation.
TARGET AUDIENCE
About the
Campaign -
By posing the question, "Will your business shape the future or be shaped by it?", EY emphasizes the urgency for companies to proactively adapt and innovate. This approach positions EY as a catalyst for transformation, encouraging businesses to seize opportunities amidst global challenges.
Core Theme of the Campaign -
1. Comprehensive Media Strategy: The "Transformations" campaign utilizes a mix of television commercials, digital out-of-home placements, and online content to reach a global audience.
2. Strategic Questioning: By asking, "Will your business shape the future or be shaped by it?", EY prompts companies to consider their role in a rapidly evolving landscape.
3. Collaboration with Ogilvy UK: The campaign was developed in partnership with Ogilvy UK, ensuring a creative and impactful presentation.
4. Global Reach: Advertisements are broadcast on leading business channels and displayed in major international airports, targeting business travelers and executives.
5. Emphasis on Innovation: The campaign underscores the importance of innovation in achieving business growth, even during global uncertainties.
6. Integrated Content: Beyond traditional ads, the campaign includes podcasts, video-on-demand, and social media content to engage audiences across platforms.
7. Focus on Leadership: EY highlights the need for human-centric leadership that balances optimization with reimagination to navigate complex challenges.
8. Unified Brand Message: The campaign aligns with EY's "Shape the Future with Confidence" brand expansion, reinforcing its commitment to guiding businesses through transformation.