Deloitte launches new global advertising campaign
Make Your Impact reinforces Deloitte’s technology expertise to help business transform
3 September 2018: This week Deloitte launches a new global advertising campaign, Make your impact, in airports around the world, including Adelaide, Brisbane, Canberra, Launceston Melbourne, Perth and Sydney.
Deloitte member firms from around the world have come together to align around a singular message and visual style - one global brand delivering one global voice - in one global campaign.
Deloitte Australia CMO, Matt McGrath, who was part of the global team involved in developing the new campaign, said: “This is a great step forward in enhancing the perception of our brand and differentiating ourselves from our competitors, as well as engaging and inspiring our people around the world. The Make your impact campaign is a very visible and bold expression of Deloitte’s global purpose: to make an impact that matters.
“The world is rapidly changing, so we are asking our clients around the world the question that matters most: how will you make your impact? This campaign takes people right to the heart of where business, technology and humans connect - and that’s the most exciting place to be right now.”
Informed by both internal and external research, the creative centres on Deloitte’s ability to make an impact in an era of disruption and rapid change - specifically highlighting that Deloitte understands technology and has the skills and experience across its multi-disciplinary model to deliver business value. For example, in Australia, the advertisements will focus on issues like cyber security, digital transformation, emerging technology (like artificial intelligence), innovation, smart cities, and the future of work.
“The themes in the campaign represent some of the issues that our clients are currently grappling with and it’s a great opportunity to remind them that we not only have a point of view on these business critical challenges but that we are tackling them head on and have a great track record in solving them,” said McGrath.
“The creative is designed to stand out in its simplicity, delivering a message that broadens awareness of, and consideration for, our full scope of services, particularly those we are less known for.
“The creative style - using three dots - is a unique visual language that, in every ad, demonstrates a progression to impact. The client benefit is clear and our iconic Green Dot as the third circle signifies Deloitte’s role in delivering that impact. The design construct makes use of our signature circular motif and offers almost limitless flexibility to tell the story we want to share in the marketplace.”
Deloitte worked with a team of WPP agencies to conduct extensive internal and external research and develop the campaign. Media strategy agency, Wavemaker, was engaged to take the research findings and develop a campaign strategy that ensured the optimal media selection, timing, and placement; in parallel, SuperUnion led the creative design of the advertising.
The campaign, using an initial set of 14 different executions, will run initially in September and October, through OOH digital advertising in 21 airports in 11 markets around the world (see list below), in addition to paid social media and a dedicated Deloitte website.
Deloitte Digital in Australia has also created a 30 sec commercial to run globally in conjunction with the campaign.
Of the decision to focus on airports, McGrath said: “We’ve chosen to feature the ads in the international departures and domestic terminals airports because that’s where many of our C-suite and global business influencers spend time between destinations. We believe this is the best place to show case our brand for maximum impact and visibility.
“As a global advertising campaign, the creative and messaging for Make your impact will deliver a consistent experience across markets and across mediums, with business leaders and influencers exposed to one Deloitte voice when travelling internationally.
“We will also be advertising within the SKY News inflight program on Qantas for duration of the eight-week campaign, as well as through the Qantas QView app.”
The airports around the world where the Deloitte Make your impact campaign will run are:
- Australia: Qantas terminals at airports in Adelaide (ADL), Brisbane (BNE), Canberra (CBR), Launceston (LST) Melbourne (MEL), Perth (PER) and Sydney (SYD)
- Canada: Toronto’s Lester Pearson Airport (YYZ)
- China: Shanghai Pudong International Airport (PVG), Shanghai Hongqiao International Airport (SHA), Hong Kong International Airport (HKG), Beijing Capital International Airport (PEK)
- France: Paris Charles de Gaulle Airport (CDG), Paris Orly Airport (ORY)
- Germany: Frankfurt Am Main Airport (FRA), Munich Airport (MUC), Dusseldorf (DUS)
- Japan: Tokyo Narita International Airport (NRT), Tokyo Haneda International Airport (HND)
- Singapore: Singapore Changi Airport (SIN)
- Spain: Adolfo Suárez Madrid–Barajas Airport (MAD)
- Switzerland: Zurich (ZHL)
- The Netherlands: Amsterdam Schiphol Airport (AMS)
- UK: London Heathrow Airport (LHR), London City Airport (LCY)
- US: New York’s John F. Kennedy International Airport (JFK).