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work

„Crafting connections with you“ – Covestro´s campaign highlight at the K 2022

client:
Covestro
region:
EMEA
  • Architecture32
  • Brand Strategy19
  • Campaigns8
  • Concept Design65
  • EMEA36
  • Industrial7
  • Architecture32
  • Brand Strategy19
  • Campaigns8
  • Concept Design65
  • EMEA36
  • Industrial7

Introduction

The integrated 360° communication campaign for a better future

Our world is driven by changes and challenges, today more than ever. Covestro firmly believes that the best solutions come from joining forces to develop them together.

As lead agency, we supported our long-standing client Covestro in creating a change in the plastics industry and designed the integrated 360° campaign “Crafting Connections with You”. Digital and physical touchpoints invited established and new partners to work together with Covestro to build a better future. The campaign culminated at K 2022, the leading international trade fair for the plastics and rubber industry.

The challenge

A completely new way of thinking

The goal of building connections for effective partnerships guides Covestro in its vision to fully align with circular economy. To this end, the company collaborates with partners in areas such as electrification, smart design, sustainable living and, last but not least, circular economy.

In order to support this mission, we thought of a completely new approach of a trade fair appearance with sustainable substance. Together with our partners, we developed a communication campaign that promoted collaboration, put it in the spotlight and inspired a global audience. The complex communication strategy reached the general public, the trade audience and important partners – far beyond the physical brand presence at K 2022.

What We Did

Inspiring content and spaces that connect

At its core, the campaign consisted of three components.

First and foremost, the digital event space provided a holistic experience months before K 2022, thanks to a variety of content. Information on the trade show appearance, the “Talks Arena” program at the booth, as well as additional content on the topic of circular economy were available to visitors. The content was strategically linked with Covestro´s social media activities.

Another highlight in the run-up to the trade show was Covestro´s curated video series “Meet the Innovators”:

In this, a variety of renowned experts and innovators from industry and research shared their knowledge and experience in the fields of renewable energy, alternative raw materials, recycling and partnerships. The videos thus transferred important impulses and encouraged dialogue and collaboration.

Covestro´s entire physical presence at K 2022 was dominated by collaboration and co-creation. The 700 sqm booth was the third, but no less important, component of the campaign.

The booth with studio character - supported by a live program on stage - offered a holistic view of the company and the topic of circular economy. Of course, exhibits were also displayed. However, the type of presentation and the studio-like booth architecture rather encouraged exchange, the initiation of new partnerships and the establishment of new networks. In short, the booth invited people to contribute to sustainable change in the plastics industry and thus to the creation of a better future.

How we Delivered

Positioned as thought leader in the industry

We established the company as thought leader in the field of circular economy within the industry. The active campaign rollout over five months provided Covestro with a global showcase, carried by the peaking digital and physical campaign streams.

The formats meshed perfectly: The digital activation campaign on social media in the run-up to K 2022 led to a six-fold increased engagement rate compared to Covestro´s previous trade show appearance in 2019. Live content generated on stage similarly drove global views on social platforms such as LinkedIn during the show. Overall, a reach increase of more than 3000 percent was achieved.  

The stage, along with its exhibits, reflected the production cycle in a circular economy. Thus, the booth consisted of sustainable materials, including those from Covestro's production cycle. On site, the innovators, known from the MTI video series, built another bridge between the digital and physical worlds. Incidentally, the connections gained around K 2022 were impressive in more than just quantitative terms - visitors said they were more informed and inspired to network as a result of the event space content and trade show presence. The foundation for creating future solutions has been set.

The Key Facts

Project: K 2022 campaign for Covestro

Mission: drive the agenda around circular economy to foster a co-creation environment that facilitates innovation, digital transformation, partnership and diversity

Solution: three campaign streams as digital and physical touchpoints: The digital event space and social media; the MTI video series "Meet the Innovators”, the K22 booth, which provided space for exhibits, area programming and live content.

Result: compared to K 2019, the digital extension increased reach by +3000%, and visitors said they were inspired by the content to connect and collaborate on future solutions.

The numbers

3 campaign streams

5 months of active campaign

700 sqm of exhibition space

6 x increased engagement rate compared to 2019

69 % of visitors had an increase in knowledge from the show or digital event space

83 % of visitors felt invited to collaborate on shared solutions

700 new connections

+3,000 % visitors reached

What they said

The Meet the Innovators format helps to reach a broader audience than we have reached before in order to create new connections. The K2022 as a concept was thought of more as a campaign and not as a single trade event. We need that continuity.
— Dr. Christopher Stillings – Head of Color & Design Covestro
Our campaign provided a holistic framework for old and new connections and collaborations. Sustainably designed and in the form of a creative studio, the booth is engineered to be re-used. This means the agile concept can literally be transported to more spaces and events.
— Ute Halupczok - Senior Designer Media & Graphic Design Uniplan

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