Making a global research platform mean more than data
The ‘Who Cares?’ platform gave GWI, a data and insights platform, a big, flexible creative vehicle to deliver provocative messages across all their key insight areas with a campaign that reacted to the world around it. If a story broke in the morning, we had an ad out by the afternoon.
INCREASE IN
BRAND AWARENESS
INCREASE IN
CUSTOMER BASE
BRAND ADVOCACY
(STONGEST IN MARKET)
Challenge
Following a major rebrand and rapid global growth, GWI needed a brand story bold enough to match its ambition and a tone that could set it apart from the dry, corporate world of data and research, and build a brand with confidence, energy and distinctiveness in the UK and US markets.
INSIGHT
People prioritize life and world issues over raw data. To remain relevant outside its category, GWI needed to leverage data to facilitate broader cultural conversations rather than using data as the story.
IDEA >
WHO CARES?
"Who Cares…" gave GWI a bold, flexible platform to connect its brand with culture. Instead of typical research jargon, GWI used its data to ask sharper questions, spark debate, and offer fresh perspectives on relevant issues. This approach gave the brand a more confident voice and helped it stand out in a homogenous category.
CULTURAL
ADVANTAGE
As a challenger, GWI needed a unique voice. We built a platform that tapped into public conversations around key cultural issues (e.g., the NHS, equal pay, climate change), using the news as a stage for the brand. This made GWI timely, opinionated, and relevant, giving it a powerful voice across print, outdoor, and digital, and connecting it with key businesses.
