Our 2018 launch of PwC’s Global CEO Survey in Davos has been awarded Bronze in the Best Thought Leadership Campaign category at the 2019 Bulldog PR Awards. Honouring the ‘who’s who’ of the agency world, the awards recognise the outstanding communications and PR campaigns from 2018.
PwC presents the results of 1,300 interviews with CEOs from 80 countries at Davos each year. It’s the key indicator of CEO confidence levels on the big issues facing business and is an established showpiece of the World Economic Forum Annual Meeting.
We identified what grabs the attention of our two audiences in the run-up to the launch, producing social media ‘video teasers’, delivering media relations campaigns in three continents and recording a feature programme delving deeper into the results, airing directly before this year’s live launch.
Our team then transformed the traditional press conference format into a live TV show, with a giant video wall fully immersing journalists into the viewing experience. We sourced business presenter and BBC economics correspondent, Dharshini David, to lead a lively Q&A session with PwC Chairman Bob Moritz as he presented the results. To increase online engagement, we produced short interview clips and animations to feature in the show and chat box functionality was built into the webcast to encourage remote audience participation.
The results speak for themselves. Both the survey and launch gained an impressive rise in engagement – there was a 680% increase in live viewership and 317% increase in survey PDF downloads from the previous year. PwC also enjoyed plenty of exposure, commanding a 52% share of voice among its big four rivals on the first day of Davos, while under the #CEOSurvey hashtag it was in the top three topics trending on Twitter. There were also 1,808 articles published during the week of the World Economic Forum, including The Times, Die Welt and the BBC.
“It’s a pleasure to work with PwC on this project year after year, with the continual challenge of improving the format and maximising results”, said our MD Matthew Thomson. “For the 2018 event, our production and editorial teams worked creatively and collaboratively to deliver a cohesive and visually impactful campaign and I’m proud their efforts have paid off with this award”.
This year’s Bulldog PR Awards selected winners from 40 categories across media relations, digital & social media, non-profit and CSR. We’re in great company, as the likes of Ogilvy, Hanna Lee Communications and Shutterstock were also winners.