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%.
Discover the full 2023 ANA B2 Award winners gallery here.
ANA members visit the ANA Marketing Knowledge Center to read more about this case and full case summaries from all ANA Award Programs.
For more about the ANA B2 Awards visit www.b2awards.com
