B2 Award winner (2023): S&P Global & JOAN Creative - "Seek & Prosper"
S&P Global embarked on a mission to reshape global perceptions, spotlighting its extended capabilities to 22.1 million decision-makers in business intelligence. The "Seek & Prosper" campaign redefined these decision-makers as Visionaries, employing metaphors of deep dives, cave expeditions, and skydives to emotionally inspire exploration beyond traditional boundaries. The multichannel execution, including a scuba diving film and real employee stories on major platforms, resulted in a remarkable 18-point lift in brand awareness, consideration, and favorability, surpassing industry norms and signaling a paradigm shift in engaging decision-makers with the "Seek & Prosper" narrative
Key Takeaways:
Narrative Resonance: Crafting a narrative that goes beyond traditional perceptions resonates with decision-makers, inspiring them to engage and explore S&P Global's expanded offerings.
Emotional Connection: The emotional rallying cry of "Seek & Prosper" effectively connects with the target audience, driving a substantial lift in brand awareness, consideration, and favorability.
Multichannel Impact: Leveraging a mix of visuals, metaphors, and real stories across print, digital, and video channels maximizes campaign impact, intercepting decision-makers in spaces they frequent and engaging them effectively.
Seek & Prosper” (their first global advertising campaign) drove double–digit (18+) lifts in awareness, consideration, and favorability (beating category benchmarks) and is outpacing historical site visitation/pages-per-visit by over 200%. Double–digit (18+) lifts in awareness, consideration, and favorability (beating category benchmarks) and outpacing historical site visitation/pages-per-visit by over 200%.
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