Case studies On partnerships and engagement

1. Case studies On partnerships and engagement Jodie Sinyor, Marketing Director – Newsweek Marina Kissam, Marketing Director – TIME & Fortune Rebecca Hill, Marketing Director International – National Geographic Brand

2. Shell – Vestas – Airbus - Siemens

3. Partnership And Engagement

4. Win-Win Situation Builds A Stronger Relationship With Audience Greater Impact Greater Audience Bespoke/Unique Builds a Stronger Relationship with Client – Better Understanding of their Objectives Working with Editorial/Journalists Gives Your Client A Competitive Edge

5. Shell And Their Partners

6. World Challenge What’s the big idea? … Shell’s overall objective was to engage with the Global Special Publics on a business level and to establish relationships and a reputation on a local level by rewarding enterprise, innovation and initiative at a grass roots level.

7. The competition… The World Challenge, in association with Shell, is a global year long competition aimed at finding individuals or groups from around the world who have shown innovation at a grass roots level and have made a real difference to their local communities. HomegrownHeros: Agriculture School, Paraguay – Educating ‘rural entrepreneurs’ teaching 15-17 year olds sustainable farming methods and other key skills. Cliffhanger: Keystone Foundation, India – Supporting the sustainable practice of honey hunting and securing a fair price for the hunters.

8. The competition… The World Challenge, in association with Shell, is a global year long competition aimed at finding individuals or groups from around the world who have shown innovation at a grass roots level and have made a real difference to their local communities.  The winner, chosen by BBC World viewers and Newsweek readers from 12 finalists, receive US$20,000 from Shell, with two runners-up receiving US$10,000 each.

9. The Results 2008 • 726 Nominations • Total No. of visits to website: 162,978 (more than double this time last year) • 141,252 unique users (86% of which have never visited the site before) • Total No. of page views 701,827 with 4.31 pages per visit and dwell time of 4 mins 11 sec • Over 71,000 votes were cast

10. 2008 Feedback • From The Viewers’ Point Of View: • “World Challenge is a simple and rewarding program, reaching out to people who care and dare to change/make a difference.” • “It was exciting to see how much the recipients of last year's prize were able to do with the prize money! It shows how devoted and serious they are about making an improvement. I hope the World Challenge programmes will continue for many years - I'm sure many like me will always watch in fascination. Beyond that, it will no doubt inspire others to set up their own projects to improve their communities and preserve the environment.” • “It's obvious that choosing just one project is going to be a complete impossibility. Most or all are quite amazing, inspiring and worthy. I really enjoy this series each year. Photography, background, people interviewed - all very well done.” * Pulse Survey Dec 2008 bbcworld.com

11. 2008 Feedback • From The Judges’ Point Of View: • “The World Challenge continues to inspire us by showcasing grass-roots projects and businesses that are having a real impact. We are proud to support the World Challenge competition to encourage new ways of making a difference and reaching out to communities through business ingenuity.” Mike Wilkinson, VP Sustainable Development, Shell • From The Finalists’ Point Of View: • “I think that the World Challenge 08 is a wonderful opportunity to highlight community projects that use innovative means to create progress in the world. Being chosen a finalist has given me and ShantiSewaGriha an incredible inspiration to continue the work that we are doing. I am receiving mails from people all over the world expressing their interest and support, and from this we are finding a great motivation to go even further in deepening our commitment to using environmental and eco-friendly practices in our building, crafts, and farming projects.” Krishna K. Gurung – ShantiSewaGriha, Nepal • “On a general and practical level, being recognized by the world’s leading broadcasting company and one of the world’s leading news magazines brings us a level of exposure that would have been nearly impossible to achieve on our own. This exposure translates into credibility in front of patrons and supporters so important to the maintenance and growth of our project over the long term. We are not only very proud of our project’s achievements, but also congratulate the other project leaders, who believe, like us, that with small efforts and working together, we can indeed make the world a better place.”Jennifer Iverson – OficinasQuero, Brazil

12. Ideas Don’t Have To Be Big or Costly…

13. The History… Vestas is a modern energy provider. They are number one in wind energy.Yet, their international recognition, specifically in the US was relatively low. Hence, they were looking to have a modern, 'of the moment' and high profile burst of activity. Vestas were proactively seeking to influence tomorrow's political decisions to ensure stable and predictable markets for wind energy. Vestas advertising campaigns are factually based targeting opinion leaders and political decision makers involved in future energy sustainability as well as potential investors. Vestas’ Objectives... Vestas needed to increase their awareness in the US and promote education amongst a high level audience.The campaign was about catching their audience in new ways and new places, somewhere they were receptive to thinking about important issues. At that time there was nothing more 'of the moment' than the US elections.

14. Special Convention Issue Newsweek attained distribution at both the Democratic and Republican Conventions in the US.

15. Newsweek delivered a 'must-read' for delegates, officials and media each morning, in the form of a daily newsletter, aptly titled: ‘Unconventional Wisdom’. Each day 11,000 copies of this newsletter were distributed at the convention halls and at the delegate hotels. This provided an opportunity to reach these 'opinion formers' in a political environment , where people were looking towards the future. Democratic Convention Newsletter Republic Convention Newsletter

16. Why it Worked… Quick turnaround was key. From inception to implementation  was only a matter of weeks. The topic was hot, the client's message was relevant and the environment for distribution could not have been any closer to the ground! Working closely with editorial enabled immediate print execution of the daily newsletter, 24/7 online updates and continuous streaming of video content.

17. Our Communication Solutions“Wind is Power” The International Herald Tribune published in 2008 a series of one-page Advertising Supplements during 2008 covering four wind-based themes, sponsored by Vestas. The four installations took a global look at the elemental force of wind, at the crucial climatic crossroads the world is facing today, at the increasing value of wind as a source of renewable energy and at the possible future scenarios that the harnessing of the earth’s wind power may create. September 9 Energy for today November 5 What’s next? August 15 Shaping climate June 13 Nature’s element

18. Airbus

20. National Geographic, Airbus & The Green Wave (UNEP programme) Partnership Objectives • Provide an engaging platform to help Airbus underscore its partnership with The Green Wave and communicate its leading role in the aviation industry relating to climate change • Generate awareness of Green Wave project and increase understanding of biodiversity amongst families and youth • Reach both business and consumer audiences globally with an emphasis in Airbus’ core business markets

21. Partnership Summary JOEL SARTORE Green Wave spokesperson building interest and participation NGM Family & NGC Green Wave promotions Call to action & winner announcement for Kids Photography contest NG Kids / NGK.COM Editorial promotions for Green Wave Call to action & winner announcement for Kids Photography contest EVENTS Joel Sartore trip to UK this coming Sept to support The Green Wave and participate in Airbus family day event AIRBUS & THE GREEN WAVE ONLINE Custom online hub hosting photo contest content, Airbus & Green Wave information & biodiversity content EXTERNAL MEDIA Traffic driving campaign to seethebiggerpicture.org AIRLINES All content can licensed for in- flight media EPALS Unique classroom promotional opportunity driving online traffic to online hub AIRBUS INTERNAL EVENTS Bespoke staff photography contest driving participation from Airbus staff

22. Program Spokesperson: Joel Sartore “I am so encouraged that an organisation like Airbus is getting behind the Green Wave biodiversity project. If we are going to stand a chance of preserving the delicate balance of life and protect the future of our planet, big business needs to get involved” Joel Sartore, February 2009

23. Children’s Photography Contest • Kids photography contest rolled out across National Geographic media globally and fronted by Joel Sartore • Getting children excited about biodiversity, encouraging participation in the Green Wave and inviting them to submit a photograph of what biodiversity means to them • Grand Prize taking winning children on an NG trip to Washington DC and have their shot feature in NG Media

24. National Geographic Media • Content pieces running in National Geographic Kids (US, DE & UK) and National Geographic Magazine (US, Europe & Asia) and local languages launched and will close the competition • Custom digital hub developed by National Geographic team • Gateway to understanding more about Airbus’ involvement in Green Wave, facts about biodiversity

25. www.URL..com Launch- TV Vignette: “See the Bigger Picture” Airing on NGC & online "I take photographs of all earths amazing life forms…because we all have something in common…  We're all part of the biodiversity of earth... Connected in an incredible way...  Keeping life's balance… If one eco-system, plant or species is lost we all feel the effects… ….in our surroundings... in our daily lives…Every connection matters, and we need to help everyone see the bigger picture…That's why Airbus and National Geographic support The Green Wave initiative…In the world’s largest and most far reaching biodiversity program for children and families...  Together, we're asking you to grab your camera and get involved in our Kids Photo Contest and celebrate all of the world's biodiversity….Send in your pictures of what biodiversity means to you, the tiniest seedling to the biggest tree, the smallest insect to the largest animal you can find... Log on to the website, learn more and get involved with “seeing the bigger picture“ (+ url and logos)

26. PR & Internal audiences • PR activity pushed out by NG’s press office, CBD and Airbus generating worldwide media coverage. • Green Wave has become a positive rallying initiative for Airbus employees and families with a dedicated contest and specific events

27. Siemens

28. Multi-platform Custom Campaign

29. Health Care Tech Forum European Congress of Radiology (ECR) 2009 • THE OBJECTIVE • Provide a platform for Siemens to position itself as a world leader in the medical imaging field • Enhance Siemens’ presence and association with health care and the European Congress of Radiology (ECR) 2009—one of the world’s most important medical imaging events • Demonstrate Siemens’ expertise, share of market and innovative status within the radiology sector via a multi-platform custom solution that engages their target audience • Deliver direct access to an audience of C-suite and business decision makers in the health care sector

30. Health Care Tech Forum • THE SOLUTION • A comprehensive custom print and digital programme conceived and produced by TIME and Fortune’s in-house creative team • Building on Siemens’ sponsorship and presence at the 2009 European Congress of Radiology, the TIME and Fortune partnership extended Siemens’ position as an expert in the field of radiology to a wider European audience through a bespoke campaign within TIME and Fortune’s print and digital properties • Each element of the campaign shared consistent branding, with written content tailor-made for each title and in the appropriate voice for the TIME and Fortune audiences • In print: Two double-page spread advertorials designed to inform and educate the C-suite and purchasing decision makers in the health care industry TIME content focused on the latest technological developments unveiled at ECR 2009, while Fortune took a broader look at the medical imaging industry and how it is surviving in the challenging economic climate

31. Health Care Tech Forum • THE SOLUTION • Online: The print advertorials were translated into digital ‘rollvertorials’, accessed via expandable MPUs on TIME.com and CNNMoney.com. The rollvertorials enhanced share of voice in the digital space, and both linked to a Health Care Tech Forum microsite. The microsite provided access to all bespoke content in one location, and enabled cross-promotion of both publications’ articles amongst their collective online audience. • The microsite also housed video content and enabled users to access further relevant and related material on Siemens’ own website via text links. • VIP mailing: Copies of the TIME and Fortune issues featuring the advertorials were mailed with a Siemens co-branded covering letter to 2000 VIPs in business and government

32. Health Care Tech Forum • THE RESULTS • Reached 275,000* business decision makers in the health care sector • Exceeded guaranteed impressions during campaign period: • TIME.com +14% (total impressions 1,390,488) • CNNMoney.com +10% (total impressions 1,103,411)