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.
