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work

Crafting connections with you — Covestro's Campaign Highlights at the K 2022

client:
Covestro
region:
EMEA
  • Architecture36
  • Brand Strategy29
  • Campaigns10
  • Concept Design97
  • EMEA58
  • Industrial10
  • Sustainable solutions10
  • Architecture36
  • Brand Strategy29
  • Campaigns10
  • Concept Design97
  • EMEA58
  • Industrial10
  • Sustainable solutions10

Introduction

A 360° communication campaign for a better future

Our world is driven by changes and challenges, today more than ever. Covestro, one of the leading manufacturers of high-tech polymer materials, firmly believes that the best solutions come from joining forces with other innovators, and developing them together.

Uniplan have a long-standing relationship with Covestro. The campaign Crafting Connections with You is our latest project together. Using digital and physical channels, we invited established and new partners to collaborate with Covestro, and play a part in building a better future. The campaign culminated at K 2022, the leading international trade fair for the plastics and rubber industry.

The challenge

Devising a new way of thinking

Covestro are committed to the idea of circular materials - and building connections for effective partnerships is central to that. To this end, the company collaborates with partners in areas including electricity, smart design, sustainable living and production.

Our challenge was to highlight Covestro's work, in a way that made an impact at K 2022 but also beyond it. We created a communication campaign that spotlighted their collaborations, inspiring a global audience. This meant the campaign reached the general public as well as the audience and important partners at the fair.

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 an all-encompassing experience in the run-up to K 2022, and featured a variety of content. Information on the trade show, the ‘Talks Arena’ programme, as well as additional content on Covestro and the way they work with circular production were available to visitors. The content was also strategically aligned with Covestro’s social media activities.

Another pre-K 2022 highlight was Covestro´s curated video series ‘Meet the Innovators’ which featured on their bespoke website.

A variety of renowned experts and innovators from industry and research shared knowledge and experience in the fields of renewable energy, alternative raw materials, recycling and partnerships. The videos sparked far-ranging discussion and collaboration.

K 2022 was the pinnacle of the project - and also invited collaboration. The 700 sqm booth - supported by a live programme on stage - offered a 360 view of the company and its commitment to circular production.

The studio-like feel of the space encouraged the initiation of new partnerships and networks. Using Covestro’s slogan ‘Crafting Connections With You’, it invited people to contribute to discussions around sustainable change in the plastics industry, and the creation of a better future.

How we Delivered

Positioning Covestro as a thought leader

An active campaign rollout over five months to K 2022 provided Covestro with a global showcase, through the digital and physical campaign streams. This reinforced the message that they were committed to a circular future, and established the company as leading the way.

The activation on social media led to a six-fold increased engagement rate on their previous trade show appearance in 2019. Live content generated on stage similarly drove global views on platforms such as LinkedIn during the show. Overall, a reach increase of more than 3000% was achieved.  

The booth at K 2022 underlined their commitment to change. It was made of sustainable materials, including those from Covestro's production cycle itself. On site, innovators from the ‘Meet the Innovators’ video series were present to continue discussions began online. Visitors said they felt more informed and inspired to network as a result of the event space and the trade show presence. The foundation for creating future solutions was set.

The Key Facts

Project: K 2022 campaign for Covestro

Mission: drive Covestro's agenda around circular production to foster a co-creation environment that facilitates innovation and digital transformation.

Solution: three campaign streams: the digital event space and social media; the ‘Meet the Innovators’ video series, and the K 2022 booth, which provided space for exhibits, area programming and live content.

Result: compared to K 2019, reach was increased by 3000%, and visitors said they were inspired by the content to connect and collaborate with Covestro 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 increased their knowledge of Covestro thanks to the show or digital event space

83% of visitors felt invited to collaborate on shared solutions

700 new connections

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 Covestro campaign provided an over-arching framework for old and new connections and collaborations. Sustainably designed and in the form of a creative studio, the booth was 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

Awards

This project has not only convinced our customers and us, but also the juries of global awards. 

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