Accenture - Community Relations Campaign
Company: Accenture, Chicago, IL
Company Description: Accenture is a global management consulting, technology services and outsourcing company, with more than 411,000 people serving clients in more than 120 nations.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Community Relations
Nomination Title: Teaming to reimagine the audience experience
In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:
In late 2016, Accenture announced that we would be the Official Technology Innovation partner for the 2017 NBA Champions, the Golden State Warriors. We hoped to use this partnership to define and position ourselves as technology innovators and, in conjunction with the Warriors organization, envision and create a fan experience.
This unique partnership led to innovative work including a Virtual Reality experience to encourage fan participation in defining the future home of the Warriors, Chase Center (opening July 2019). Directly involving the community in our work helped us achieve our goal of increased brand recognition and will help us create an immersive, dynamic plan for Chase Center.
Accenture recognized that our share of voice in the West was low compared to competitors and to our other five North American regions, so we decided to use this partnership to differentiate ourselves in the Bay area, a feat that is especially important since we partner with many Fortune 500 companies who center on the West Coast.
Leading up to the opening of Chase Center, the Warriors and Accenture will engage the community through “FANNOVATE”, a fan-involvement effort to capture input and ideas, the best of which could be incubated and prototyped as part of the Chase Center experience design.
Our team used cutting-edge technology and a VR system that had 24 cameras to continuously shoot 360-degree footage—offering a virtual experience from a player’s point of view. Accenture and the Warriors organization are the first to shoot a virtual reality experience like this in 120 frames per second and one of the first VR experiences in professional sports.
To unveil the partnership, our communications strategy included a variety of marketing tactics:
-A social campaign and Twitter sweepstakes.
-Accenture Brand Ambassadors who, on our public announcement day, December 1, 2016, gave our co-branded VR cardboard viewers to nearly 20,000 fans.
-Our announcement Video called “Unforgettable Moments” was played during the December 1 game.
-Dedicated web presence on accenture.com and warriors.com.
-Media Tour featuring Julie Sweet, Chief Executive Officer, North America, Accenture and Rick Welts, President and Chief of Operations, Golden State Warriors.
The campaign exceeded expectations:
Increased Share of Voice
It increased from 4% in fiscal year 2016 to 25% in the third quarter of fiscal year 2017 thanks to our partnership with the Warriors.
Positive Response on Social Media
The announcement was one of Accenture’s top Twitter mention of the past year with 5,400+ engagements by users, generating:
· 1,900+ engagements
· 230,000 impressions
· 1,300+ positive Twitter mentions
· Overall, 31 million+ expressions generated
Traditional Media Results
The campaign leveraged earned media to amplify the message with a two-pronged strategy that focused on national press for broad awareness and local Bay-area press to meet fans in their own backyards. Targets spanned broadcast, print and online, across business, technology, sports and local Bay Area media. Earned media coverage resulted in more than 177 million impressions, from outlets including Yahoo! Finance, Forbes.com, FORTUNE’S Data Sheet and Bloomberg Radio.
In 2016, Accenture was ranked #42 on Forbes’ Most Valuable Brands list; in 2017 we ranked #37.
Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):
In her 25-year career at Accenture, Teresa Poggenpohl has crafted award-winning, image-building advertising campaigns.
Teresa serves civic, community and business organizations including: Board of Directors and Marketing Committee chair for the Chicago Children’s Museum, the Dean’s Business Council and MBA Advisory Board for the University of Illinois at Urbana-Champaign College of Business and the College of Business Advisory Board for the University of Nebraska-Lincoln. She is an advisory board member and former president of the Chicago chapter of the Business Marketing Association.
Teresa holds a Bachelor of Science degree in Business Administration from the University of Nebraska-Lincoln and an MBA from the University of Illinois at Urbana-Champaign. She lives in Chicago with her husband, Dr. Stephen Steiner, and their two sons - David and Eric.