Campaign: 360 Interactive Data Experience
S&P Global Platts
Corporate Content Gold Award 2018 - Best use of content in a live or experiential setting
Background
A leading provider of information and benchmark prices for the energy and commodities markets, S&P Global Platts wanted to launch its Analytics solutions at the London Oil and Energy Forum 2017 to create genuine impact and engagement. Known traditionally for its price reporting, a key objective was to address existing internal and external perceptions of Platts.
Inviting a select group of C-Suite clients and prospects from the commodities and banking industries and government officials, we wanted to prompt conversation with our analysts and educate audiences about our new analytics content and tools in a way that demonstrated that Platts offers so much more than data delivered via PDF.
Working closely with our agency – Brand Culture – we developed The Platts Insights Zone – a 360-degree immersive experience that brought to life this connected thinking in a breathtaking way. The Insights Zone utilized a media projection structure rented from VR company Igloo Vision and incorporated several layers of bespoke content: a unique data visualisation of Platts data sets, an animated introductory video and a ‘Trade Flow Story’ enabling Platts market analysts to share insights and content from their analytical tools.
The use of the very latest in 360-degree immersive platforms completely disrupted the standard channels of communication for this type of event. The cylindrical nature of the Igloo meant the audience was part of the experience alongside Platts Analysts. And, for an industry known for its functional data, excel spreadsheets, graphs and statistical information, this was especially inspiring.
Objectives
- Successfully launch Platts Analytics at the London Oil & Energy Forum 2017.
- Bring Platts analytics offering to life in an immersive, unexpected and relevant way.
- Create a communication solution that enables both internal and external audiences to quickly appreciate the full breadth and depth of Platts Analytics offering – and thus, shift perceptions of Platts.
- Engage with a highly targeted customer and prospect group to spark new conversations.
Results
- All sessions were fully attended, with hugely positive feedback. Additional sessions booked after the forum
- It exceeded objectives, not only by sparking new conversations, but also leading to significant sales leads
- Platts made a significant further investment by purchasing the Igloo platform to take the Insights Zone on a global roadshow – Denver, New York, Singapore, Washington.
- The Insights Zone has generated such buzz within the wider S&P Global group of companies that the group’s Global President announced they would like to utilise the Insights Zone across the wider S&P Global business.
Shifting Perceptions - quotes
Campaign: Platts Commodity Week
S&P Global Platts
Background
Many people simply use Platts for the single number they need to negotiate contracts. They are less aware of Platts’ unrivalled resource of market information and insights. Yet they are hungry for information to understand what is happening in the commodity markets and how it will affect them and the decisions they make.
Our challenge: How do we persuade busy people to attend Platts Commodity Week and how do we convey the breadth of Platts offering, insight and analysis?
This led to our positioning: Platts Commodity Week – What’s the story behind the prices?
Commodity market participants are all interested in getting to the outcome as quickly as possible, which is why they turn to Platts prices every day. But these end prices are only part of the ongoing stories that shape the markets and influence its participants.
‘Platts Commodity Week helps you write the next chapter in your business’s success by taking an in-depth look at the various sub-plots influencing the industry. It’s your chance to hear from Platts editors about the macroeconomic factors affecting vertical and horizontal markets and supply chains. Providing insight and analysis surrounding the important stories our editors see unfolding in the year ahead, Platts Commodity Week also encourages you to develop a dialogue with your peers.’
Platts Commodity Week. Because every Platts price has a story to tell.
Objectives
- To develop a positioning for Platts Commodity Week which establishes it as the ‘must go to’ cross commodity regional event of the year (Mumbai, Dubai, Houston and London)
- To persuade 150 busy people to attend Platts Commodity Week – Dubai over the two days and convey the breadth of Platts offering, insight and analysis.
- To encourage delegates to stay beyond their primary commodity focus to demonstrate how commodities are interlinked.
- To create a look and feel that will excite and drive attendance, as well as creating a platform for consistency across all future Commodity Week events.
Results
- The positioning and look and feel was rolled out to other Commodity Week events across the globe. – ‘One of the best venue I have attended in the past 11 years in terms of both organization and ambience’
- 437 registrants
- 30 new client meetings initiated: ‘this event helped start or accelerate a lot of great opportunities. … we were able to meet with the Libyan NOC to discuss our new cFlow product. Due to the situation in Libya, we wouldn’t be able to meet with them otherwise’ – Sales Director Mid-Markets, Americas
- Product trial uptake – 75 trials of Platts Market Reports and Platts Market Data.
- Revenue achieved – US$18,945 closed/won with US$40,000 in the sales pipeline.
