In many ways, with this challenge, I found myself acting as a consultant for the consultants. Our strategy focussed on building on PwCs inherent thought leadership credentials, only this time with a conceptually creative campaign – something PwC UK had not traditionally done before. We set out to create, communicate and demonstrate a uniquely digital point of view that would increase recognition of PwC as a thought leader and change agent for the digital age.
The big idea and campaign line, The World is in Beta, expresses a core point of view for PwC UK – if the world is defined by it's pace of near constant change and disruption, then so must tomorrow's most successful businesses. The World is in Beta simply posits that the state of the world exists in a perpetual state of flux, experimentation and opportunity.
At the heart of the campaign is a series of five social media films that imagine the near future potential for emerging technologies. Targeted at senior executives and managing directors, these films would prompt them to consider whether their business is ready to take advantage of the opportunities presented by the changing digital world.
Each film was scripted to encourage executive business leaders to consider whether they were dismissing opportunity to evolve their brand for the future by writing off emerging technology as fleeting fads. This film presents the near future potential of mobile technology into the personal health sector. Personally, I believe this is one of the most emotional pieces i've ever created. While at first it appears to be about a nifty bit of technology, but ultimately it elevates beyond that to demonstrate the real human potential.
This film focussed on a hot, trending technology, 3D printing, and imagined it's potential impact on the enterprise level business in unexpected ways. It directly asks, "are we in a new era of supply and demand?"
This film took an emerging tech ripped straight from the headlines, reports of experimental, tiny drones pollinating flowers in place of the dying bee population, and provoked the user to consider how future workforces might be impacted by similar technology.
Film: Smart Shirt
A powerful Campaign and Brand Platform
From the beginning, it was identified that PwC needed a big idea that had a long lifespan – often requiring it to behave more like a brand in that it would have to enable powerful communications but also change perspectives and behaviours within the company. So The World is in Beta became a thoroughly designed visual identity mark, with rules on variability, reproduction, and usage outlined in the identity guideline.
A campaign hub and lead-driving blog
The social channel powered films, drove engagement to a campaign microsite that not only hosted a long form, media-rich article that outlined the big ideas at the heart of The World in Beta. The site then funnelled the audience to explore an sector focused blog, where they were encouraged to engage directly with the authors, all of which were senior PwC consultants and VPs. I architected the campaign to take advantage of PwC's existing sales infrastructure.
Film: Case Study
Anchored by an editorial website, vibrant lead driving blog and a social content strategy that leveraged the vast PwC staff network, we were able to reach over 30 million on Twitter and increase LinkedIn followership by 130%. BWB Marketing also recognized PwC UK as a ‘digital superstar’ and WIRED magazine said the campaign “speaks WIRED”.