Challenge
Design & Data was approached by the European Centre for Medium-Range Weather Forecasts (ECMWF) to develop a marketing strategy for the Copernicus European Earth Observation Programme. The aim was to increase the level of awareness of the free and open-source data from the program among key policy and decision makers through an out-of-home (OHH) and a digital advertising campaign. All of this was to be completed in time for the campaign to run leading up to the European Space Week 2019 in Helsinki and the 25th UN Climate Change Conference (COP25) in Madrid, events where majority of targeted policy and decision makers would be in attendance.
Idea, solution
Our aim was to help decision makers understand how satellite data and its applications can help Europe achieve its sustainability goals. To create the OHH campaign, we developed the slogan “Big Data, Smart Decisions” and produced a range of short video spots that aired at the key event venues and in the public transportation network of the two cities. These videos included a short 10-second video in widescreen for an overhead display at a train station, a 15-second video in portrait for the metro network, and common full HD versions in both English and Spanish. We also ran the digital campaign via EuroNews and CNN International with sponsored content banners and native articles on the EuroNews Climate Now and AllWeather sections.
Result
The results from both the OOH and digital advertising campaigns were extremely effective, reaching new audiences beyond the space sector and inspiring them to engage with Copernicus. For example, for the OHH campaign at the Helsinki Airport, a 15-second video aired across 49 screens, reaching 13 million people during the campaign period. At the main train station, it reached an additional 390,000 people, and an estimated 3 million people interacted with the video in the Helsinki subway. From the digital campaign, CNN International displayed the ECMWF campaign exclusively for the 7th, and 9th to 13th of December, with 293,315 impressions via Climate Now and 391,043 via AllWeather.
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