Cap Gemini Ernst & Young - Defy the Economy
CHALLENGE After merger, Cap Gemini and Ernst &Young needed to build identity and communicate difference against other IT consultancies INSIGHTS Research showed that the battle was one of brand perceptions not comprehension of detailed product offering Few could recount or were interested in what CGEY did, BUT they could easily rank consulting brands on basis of brand perceptions: modern, best talent, brightest minds, most cobwebs.
STRATEGY To change CGEY perception, we needed to advance into the center of business culture by attacking the common enemy: The Economy
CREATIVE IDEA Personalize the economy, turning it into a capricious, charismatic character: mood swings, a joker, a buffoon. By humanizing the Economy, we suggested that the top management of retrenching corporations could defy it with the help of CGEY. We were able to bundle diverse CGEY services and products under a single motivating, anthemic banner: DEFY THE ECONOMY
MOVEMENT STRATEGY Force over surface = pressure Bring the brand to life in major global business/financial capitals Build ‘relevant word of mouth’ Be highly visible in public spaces not in the conventional and expected places.
