This Is Your Brain
A.P. Møller - Maersk
Issue 54 | March 2020
Agency
&Co. / NoA
Creative Team
Creative Director Thomas Hoffmann Art Director Claus Collstrup Copywriter Peter Dinesen Graphic Designers Anders Martin Jensen, Malene Therkelsen, Kenneth Andersen
Production Team
Agency Producer Stig Lauritzen Agency Post-Producer Anna Schou Production Company Circus Alphaville Music Recording Mikkel Maltha
Other Credits
Social Media Planner Rasmus Philip Planners Mathias Birkvad, Ørnulf Johnsen Account Director Pernille Ryder Account Manager Eva Rabenhøj Media-partner Ekino London (Havas) Client VP, Global Head of Business Development and Marketing Louisa Loran Head of Marketing Activation Anne With Damgaard Senior Marketing Manager, Global Marketing In the three-minute hero film, Change and Status Quo meet and argue about how to meet the future. Ngozi Amobi
Date
July 2019
Background
Maersk was transforming as a business, shifting from being a shipping company to a logistics partner to its clients. The move was from a transactional relationship to one of strategic partnership. While the world’s larger corporations ship their goods with Maersk, their C-Suite decision-makers were not aware that they could profit from a deeper, broader and closer association.
Idea
To get the attention and engagement of the CEOs, CFOs and COOs of the world, a campaign was created based on the common denominator between Maersk and its customers: transformation.
Just as technology has fuelled change at Maersk, the same is the case for its customers. The idea was based on the neurological truth that the lizard brain, the oldest part of the human brain and home to every individual’s survival instincts, is programmed to resist the new and the different.
A hero film set up an argument between the Status Quo and Change.
The campaign launched with a threeminute TV commercial on CNBC across all the major geographies. It was supported by print ads in the Wall Street Journal and the Financial Times, among others, as well as by programmatic ads targeting business leaders.
The campaign was further backed by interviews with Maersk leaders talking of the changes they were personally involved in with examples of how Maersk had gone all the way to innovate and grow with their customers.
Results
Besides being received internally with excitement and pride, the media numbers showed best in class performance within the B2B category, especially on LinkedIn.
A global dialogue with the C-suites audience was created. Brand perception shifted significantly on the parameter of Maersk being a brave business partner.
48.7m views were gained from social and programmatic activity, 92.1m across all media channels with overwhelming engagement from the target audience on the prioritized social platforms. LinkedIn alone collected 36,721 Likes, 2,375 comments and 5,902 shares.
The click-through-rate on the hero video over performed against industry benchmarks on LinkedIn and Twitter.
Our Thoughts
When the creative committee met to review the work in Directory 54, I showed the film and asked the question, what is amazing about this? Answering my own question, it’s video. There is so little video in B2B communications.
I like the way the work acknowledges that CEOs have amygdalas too and like to be entertained. But I also like the fact the campaign follows Google’s Hero, Hub, Help construct.
Bite-sized ads drive people to snack-sized videos about the brain, about change and about the company itself.
The bold premise behind the campaign is, Maersk knows how successful it is. It has become a global brand by adapting to a changing world. Wouldn’t you want to know how they did it?