The best pavilions are built on an idea.
BP London 2012 Partnership: Brand showcasing.
Olympic Park, Stratford 2012.
Raise awareness of how London 2012 was minimising the carbon impact of the Games, while hosting a spectacular, unforgettable global event. As London welcomed the world, BP as the Official Oil and Gas Partner, wanted to demonstrate how it was dedicated to fuelling the success of the Games.
Fuelling the Future - brand centrepiece in the Olympic Park showcased how BP is rising to the challenge of finding and recovering energy safely and responsibly, from some of the most hostile environments on Earth.
Big visuals cross borders faster than words - presented by a group of outstanding Olympians and Paralympians BP was proud to support, the experience immersed visitors in a giant, 360-degree rotating cyclorama of panoramic images and effects, bringing to life the daily journey the energy we all rely on, takes before it reaches us.
Be your best - along the way, presentation showed how BP people around the world, just like the athletes the brand was proud to support, are constantly challenging themselves to perform better every day, striving to achieve their own personal bests. Visitors were then challenged to set a new personal best for themselves, by offsetting their carbon footprint during the Games.
“Feedback on the showcase has been overwhelmingly positive, helping to deliver an outstanding spectator experience and helping BP contribute to the success of the Games”.(Jo Merlini, BP)
Innovation that delivers.
BP Upstream: Integrated Marketing.
Create a new way to market BP’s Upstream offer to host governments and major resource holders, reflecting the brand’s in-depth, major projects capability and experience, allied to its distinctive commitment to a localised approach delivered in an open and intelligent way.
All ‘B2B’ is person-to-person: BP In-depth - market-driven approach turned technical information into stories, broadening appeal beyond the technical community to engage key decision makers and influencers.
Since first pilot approach, KBW’s understanding of BP’s Upstream businesses and strategy, allied to the application of progressive design, packaging and digital media techniques have helped the brand win new access and long-term renewal opportunities in the Americas, Europe, Middle East, Africa, Asia and Australia.
In 2012 BP was awarded more new opportunities in more markets and territories than in any other year in its history.
“I have your latest product sitting proudly on my desk. It looks very professional and strikes a great balance between being a serious volume of significant content, and being attractive, interesting and I think compelling. I appreciate it was only 3 weeks ago that I asked if we could do this …this time, there is real potential for very short-term impact.” (Dr. Mike Daly, BP)
One to watch!
Cecilia Ekback, author: Website design.
Part historical thriller, part Swedish Gothic, debut novel Wolf Winter, by Swedish writer Cecilia Ekback tells the story of a gripping murder mystery set in the bitter winter of 1717, in a Lapland village full of secrets.
“The time and space seem so remote as to be unearthly, and the style has a stealthy quality, like a silent fall of snow; suddenly the reader is enveloped. The story creeps up and possesses the imagination; there’s something eerie in the way half- understood and only half-seen events leave their mark. It’s a powerful feat of suggestion, visually acute, skillfully written; it won’t easily erase its tracks in the reader’s mind. ” Dame Hilary Mantel, author of the Man Booker Prize-Winning Bestsellers, Wolf Hall and Bring Up the Bodies.
Launched January 2015, and acclaimed by Good Housekeeping magazine as 'One to watch', we wish Wolf Winter and Cecilia every success! KBW is delighted to support the launch of such an exciting new writer.
One day to make a difference.
Deutsche Bank UK - Corporate Social Responsibility: Integrated marketing.
Overcome perceived widespread ‘charity fatigue’ inside Deutsche Bank to increase staff payroll giving for good causes. Deutsche Bank CSR activity spread across the year in support of a number of specially selected UK charities with only limited success.
Change mindset from ‘making deals’ to ‘making a difference’ - One day to make a difference: annual activity concentrated into one day (October 1st), in support of just one charity (CHICKS)
- Make it personal - you can make a difference
- Make it intriguing - surprising facts about the charity that provoke reappraisal
- Make it easy - ‘just one day’s salary, just one click’
- Make it free! - for every day’s salary you give, Deutsche Bank will do the same
- Make it memorable - simple mnemonic of every celebrity supporter holding up their index finger
- Make everyone proud - ‘church roof’ syndrome: success publicised to bank staff continuously throughout the day
- Year 1: record £320K raised in just one day, thanks to you!
- Programme rolled-out internationally across bank network.
- Campaign now helps raise in excess of £1million every year.
Nothing beats a live performance. Nothing.
BP Middle East: Exhibition design and Integrated marketing.
How do you persuade over a thousand senior delegates to stop by a 108 square metre exhibition stand and engage with a highly technical brand story for up to eight minutes at a busy international oil and gas show? Nothing beats a live performance.
In 2004 KBW created a new way to market BP’s latest Field of the Future digital technologies to major resource holders and national oil company executives in the Middle East. ‘Real time data’ was transformed into a real life drama as on-stand actors showcased a vision of the future for oil and gas. Wearing illuminated gloves, they simulated how the effective integration of technology, people and process could improve information flow and understanding from BP wells, facilities and process plants and allow its scientists and engineers to make better decisions faster.
The dynamic, fast-paced, eight-minute live show played regularly to packed audiences throughout the three-day exhibition. “At the Middle East’s largest oil and gas exhibition, ADIPEC, BP Middle East used innovative technology, the first of its kind in the Middle East, to demonstrate our groundbreaking Field of the Future technologies. In doing so, the team set a new benchmark for marketing BP’s own proprietary technology and gave visitors a glimpse of its vision for the future of the Middle East energy industry.” (BP Helios Award)
Ten years later at ADIPEC 2014 KBW again used the power of live performance to showcase how the unique combination of BP’s technology, expertise and partnerships is enabling major resource to maximise recovery from giant oilfields around the world.
“With more than 70,000 registered participants, the BP stand at ADIPEC, was the busiest ever. Our live show, combining digital iPad 'magic' and large screen content, delighted packed audiences with stories of how BP scientists and engineers are improving and developing unique techniques to some of the industry’s greatest recovery challenges”.
(Reem Mohammed, BP Middle East)
Our service will move you.
Faron Sutaria: Branding and Integrated communications.
Build awareness and preference for Faron Sutaria as a firm of estate agents committed to client service, and supporting an investment programme of development and expansion into a network of ten offices throughout West and Central London.
- Invariably, the key to a brand’s future lies in its past - Faron Sutaria would continue to thrive by delivering outstanding standards of service with exceptional results, built around its highly trained and engaging staff, and backed by engaging online and print marketing.
- New brand identity and marketing approach created to support a compelling new brand promise – Our service will move you.
Today, some fifteen years after brand refresh and new brand promise were first introduced, these core elements continue to underpin all Faron Sutaria brand activity, prompting some 40,000 people to visit the firm’s website every month, and more than 90% of clients to continue to recommend the firm to friends and family.
Fuelling the Future.
BP London 2012 Partnership: Brand showcasing.
As London welcomed the world to the 2012 Olympics and Paralympics, BP was dedicated to fuelling the success of the Games. The brand centrepiece in the Olympic Park showcased how BP is rising to the challenge of finding and recovering energy safely and responsibly, from some of the most hostile environments on Earth.
Presented by a group of outstanding Olympians and Paralympians BP was proud to support, the experience immersed visitors in a giant, 360-degree rotating cyclorama of panoramic images and effects, bringing to life the daily journey the energy we all rely on, takes before it reaches us.
Along the way, the presentation showed how BP people around the world, just like the athletes BP was proud to support, are constantly challenging themselves to perform better every day, striving to achieve their own personal bests. Visitors were then challenged to set a new personal best for themselves, by offsetting their carbon footprint during the Games.
Through this distinctive mix of information and entertainment, BP was able to use its role as the Official Oil and Gas Partner to raise awareness of how London 2012 was minimising the carbon impact of the Games, whilst hosting a spectacular, unforgettable global event.
“Our ambition was to create an extraordinary audio-visual experience of our business, using the very best application of technology to take our guests on a journey around the world of BP that is at once exciting and truly memorable. Several weeks of first-class operations throughout the London 2012 Olympic and Paralympic Games saw tens of thousands of visitors enjoy the BP Fuelling the Future pavilion. Feedback on the showcase has been overwhelmingly positive, helping to deliver an outstanding spectator experience and helping BP contribute to the success of the Games”.
(Jo Merlini, BP London 2012 Partnership)
Doing simple things extraordinarily well.
HSBC Investment Banking & Markets: Branding and Advertising.
UK & Europe, Asia, Middle East, North America.
Create brand alignment for HSBC across its Investment Banking and Markets and Corporate Banking businesses (HSBC IB&M), appealing to major institutions and high net worth individuals around the world.
- The more complexity in a market, the more simplicity stands out: everyday, HSBC IB&M leverages the Group’s balance sheet to deliver significant corporate trading efficiencies for its clients.
- Commercial strength was translated into competitive offer: HSBC IB&M excels by doing simple things extraordinarily well.
- Campaign referenced outstanding examples of nature doing simple things extraordinarily well to parallel the bank’s efficient approach – executed as an integrated ribbon mnemonic, using HSBC colour palette.
- Media and marketing across UK & Europe, Asia and the Americas was instrumental in helping change client perceptions from HSBC IB&M being perceived as a product brand to being understood as part of the whole.
- HSBC Investment Bank now fully integrated into the bank’s Corporate and Institutional Banking offer to major clients worldwide.
Where the future lives.
Masdar Future Energy Company: Brand experience and integrated marketing.
World Future Energy Summit, Abu Dhabi.
Inspire internally and externally with a vision for alternative and renewable energy. Masdar City, a strategically located, 5m sqm sustainable development in Abu Dhabi, wanted to showcase progress towards a world-leading centre for renewable energy.
- Where the future lives - Masdar will provide the highest quality of life with the lowest possible environmental footprint.
- 1,225sqm of exhibition space transformed into a multi-layered, multi-sensory, integrated brand experience: an immersive, inspirational environment where the best young minds of tomorrow are learning today, where the great ideas for tomorrow are being developed today, and where great minds think alike.
- Masdar City brand story presented as a place where the treasures of the past are an essential part of the culture of the future, where neighbourhoods feel like communities, and where transport takes you to the future. It’s where collaboration is good business and where the best use of local resources offers a global template.
- Masdar recognised as a community of different people from different backgrounds and with different skill sets all sharing the same vision about energy futures.
- Approach adopted for use across advertising and exhibitions in UAE and Europe.
You don't always need a big budget to win big.
BP Target Neutral: Integrated Marketing.
BP Target Neutral, a not-for-profit initiative aimed at encouraging individuals to reduce and offset their travel-related carbon emissions, wanted to invite international athletes and the world's media to show their support for London 2012 to be the lowest carbon Games possible.
Our idea was simple: Competitors love competition! A motion tracking game, developed in partnership with Seeper, would invite all Games' participants, officials and the international media community to help offset the carbon footprint of the Games, using only their movement.
Over 5,000 athletes and members of the international media community from some 160 countries took part during the Games, helping to set a world record for the largest number of people to offset their travel carbon footprint to a single event, London 2012.
Reflections of Narrative Immersion.
BP Oman at the British Museum: Photography & Book design.
Maximise ROI from BP arts sponsorship. Raise awareness and preference for a unique display of fine jewellery and artefacts from Oman, drawn from the British Museum’s extensive collection of ethnographic material from the Middle East. Design and produce commemorative book capturing exhibition highlights.
- “Everyone experiences more than he understands, and it is the experience, rather than the understanding that influences behaviour.” (Marshall McLuhan)
- ‘Reflections’ - celebrated both largest ever public collection of Omani silver in Europe and visitor immersion in the brilliance of the exhibits.
- Book showcased ‘day-in-the-life-of’ the exhibition, comprising arresting images of visitors absorbed in the drama of the ‘Adornment and Identity’ display.
- Book of exhibition highlights was presented to His Majesty Sultan Qaboos bin Said, honouring 40 years of his reign.
- Record number of visitors to the exhibition.
- Exhibition also prompted a generous donation of Omani costumes to the British Museum Collection from the Government of Oman.
Consistency without conformity.
AXA Rosenberg Investment Management: Advertising.
These days, it’s fairly easy to surprise with creative solutions that are either off-strategy or aren’t absolutely true to the essence of your brand. Trouble is, these usually end up being engaging without being convincing. Likewise, it’s not too difficult to create communications that are obvious or convincing, without being engaging. The challenge is to do both: to surprise with the obvious.
For us, success is about finding the essential brand truth, the insight we don't see either because it's right under our nose, or we choose not to see, because it doesn't quite fit with our image of the consumer, our brand, or the way it is used.
Ten years ago, AXA Rosenberg was a specialist boutique Investment Manager with a distinctive approach: its stock pickers combined a unique quantitative model with creativity to consistently outperform the market.
Our idea was simple: consistency without conformity. Successive advertising and online campaigns in international business media referenced extraordinary examples found in art, business and science to demonstrate how creativity could be allied to a systematic approach to deliver superior out-performance.
It has supported AXA’s rapid growth from small ‘boutique quant house’ with around $9bn of assets under management in 2005, to active global equity investment specialist with more than $62 bn. of client assets under management today.
Great performance comes from the heart.
BP London 2012 Partnership - BP Fuels: Brand showcase.
How do you enthuse VIP guests/ international media with a business message at a global event, London 2012? BP wanted to create a legacy for its advanced fuels.
- Great performance comes from the heart - retail forecourt with a long history of famous BP ‘firsts’ transformed into a unique brand experience - physical and emotional drama BP is fuelling the future with the same commitment and determination as during its pioneering past, keeping the world moving in ways that are sustainable and efficient, good for the planet and good for people.
- Multiple pavilions combined cutting-edge technology with energy grasses and a real experience of fuelling the Olympic fleet with advanced lower carbon fuels
“We had a vision to create a legacy for BP fuels. We wanted to bring fuels of the future to life today. The press came in their droves and we had many, many column inches of coverage about the story, putting BP in a really positive light. The pathways are now there for us to make a real difference when it comes to making the Hammersmith trial a reality at forecourts”. (Nicola Buck, Hammersmith Showcase Lead, BP
Speak COBOL with confidence.
Micro Focus: Integrated communications.
In a fast changing digital landscape, Micro Focus wanted to maintain relevance and appeal amongst senior executives in Fortune 500 companies by reminding them that COBOL remains the world’s number One programming language and that Micro Focus is the leader in COBOL. A big simple idea was needed to rally staff internally and engage clients externally in harmonious and united action.
Our solution was to enrol all company employees on a (programming) ‘language course’, so everyone could ‘Speak COBOL with Confidence’.
Technical data sheets, product manuals and marketing collateral were ‘translated’ into user-friendly communications and online learning tools so technical and non-technical staff alike could readily understand all of the Micro Focus key sales messages, get to grips with the world’s most powerful language and speak COBOL with confidence in any situation.
The campaign helped transform staff perceptions from, ‘I'm a COBOL developer’ to ‘I run your life’ and was used extensively to enthuse city fund managers during the run-up to a successful Initial Public Offering.
Make your mark. Leave no trace.
BP Target Neutral, Team GB Preparation Camp, 2012: Exhibition design & event marketing.
Team GB Final Preparation Camp, Loughborough University, 2012.
Demonstrate brand relevance and distinctiveness for Target Neutral at the BOA final preparation camp in the six weeks prior to London 2012. Target Neutral, a not-for-profit initiative that helps motorists reduce, replace and neutralise CO2 from driving, wanted to invite members of Team GB to show their support for a lower carbon Games. By taking part, projects that reduce global carbon emissions, would receive vital funding.
- Target Neutral Infinity Room - celebrated the power of collective action in a novel way.
- Athletes passed through room filled with floor-to-ceiling mirrored glass, illuminated by green ‘+’ signs suspended on wires and set between compact display tablets.
- First time Olympians showcased alongside great champions such as Sir Chris Hoy and Sir Ben Ainslie.
- By the end of the journey, the message was apparent: ‘YOU + Team GB + Target Neutral = A Lower Carbon Games.’
- 100% athlete sign-up to Target Neutral - 1,000+ athletes and officials.
- “… absolutely amazing experience ... makes me feel proud, and responsible, to be part of Team GB. It’s really hammered it home today.” (Chris Adcock, Team GB).
London Legacy Development Corporation - The Fly: Brand experience
In 2011 the London Legacy Development Corporation (LDDC) invited KBW to demonstrate project feasibility for a unique, pedal-powered, suspended monorail with power assist, within the context of the Queen Elizabeth Olympic Park (QEOP) in Stratford, East London.
As a novel, fun, environmentally friendly, and sustainable visitor attraction capable of managing system capacities of 700 users per hour at peak The Fly would aim to help animate the park, giving users a unique experience of sightseeing at height (5-6 metres) over the landscape. It would also seek to energize and inspire more Londoners into enjoying healthier, more active lifestyles, and to support the development of the QEOP as one of the UK’s premier visitor attractions.
A system that allows users to travel at good speeds over reasonable distances, without needing to exert a great deal of effort generated broad scale consumer appeal. A mix of ‘aggressive’ thrill rides and ‘passive’ leisure/transit rides, making full use of natural gradients within the park was warmly welcomed by a wide demographic, while the use of single and/or double, fully enclosed, air-conditioned ‘pods’ was perceived to meet user requirements for both easy accessibility and inclusive design.
The Fly was also able to satisfy key benchmarks for technical design and system engineering; safety and security; environmental impact, planning and construction; procurement and operation; as well as capital cost and operational financial viability.
Despite implementation stalling for London, the project has continued to be progressed internationally. Recent product developments include enhanced track support, improved bike mechanics, inductive power collection, enhanced drive mechanism, advanced body profiling, upgraded system control, and high performance station hubs. Implementation plans will be unveiled shortly.
Everyone wants to be part of the greatest show on Earth.
BP Target Neutral, ‘Walk in the Olympic Park': Sustainability activation.
Olympic Park, Stratford, London 2012.
Raise awareness and preference amongst visitors to Olympic Park, Stratford at London 2012 for Target Neutral story and how everyone could help contribute towards a lower carbon Games.
- Integrated brand activation - supersized periscope, made from recycled steel and cob end stone sourced from a British quarry that supplies BP with outcrop rock for geological analysis.
- Visitors able to offset their carbon and have their photograph taken with a full image of the emblematic Olympic Stadium as a backdrop, using automated photo-capture system.
- Photographs represented each individual’s contribution to a lower carbon Games. Spectators then logged-on to Target Neutral website to download their picture and confirm offset. BP paid for offsets with all funds supporting lower carbon development projects around the world.
- New world record! - largest number of people to offset their journeys to a single event, London 2012.
- “Our giant periscope was an ingenious combination of an architecturally striking structure offering a unique consumer experience. The experience proved to be one of the most popular in the Park.” (Andrea Abrahams, BP Target Neutral)