Willis Case Study
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Erin Batty Gregory LaPierre Kyle McCarthy Claire Mirsky Taylor O'Neil CASE STUDY
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Transcript of Willis Case Study
Erin BattyGregory LaPierreKyle McCarthyClaire MirskyTaylor O'Neil
CASE STUDY
Willis Global Broker Insurance ● Leading global risk advisor which operates on every
continent
● Over 18,000 employees located in over 400 offices
● Oldest insurance broker, founded in 1828
● Hope to better understand our changing world
● Departs December 3, 2013 from Ross Ice Shelf in Antarctica
● Most Days will require twelve hours of traveling and four hours of break through the harshest environment
● Inspirational journey that test the limits of human endurance in the harshest environment on earth.
● It sets out to enhance awareness of climate change and contribute in a meaningful way to environmental science.
Willis Resilience Expedition
Parker Liautaud
“There are many people who believe that climate change is an issue that is just too big a challenge for us to overcome, but we can not be intimidated by the scale of the challenge,”
“We must remember that success in the face of difficult circumstances depends on our ability to take one strong step forward at a time.”
“An inspirational young man”- Al Gore
In order to break the record, Liautaud and Stoup will need to travel about 18 miles per day.
● Increase global awareness of the Willis brand
● Showcase analytical capabilities and scientific credentials
● Focus on critical global risk of climate change
● Gaining clients ● Increase awareness● To champion its position as a market
leader● Make a record breaking expedition
Reasons for Conducting the Campaign
What challenges and opportunities did the organization face?
• Expedition in the South Pole is risky and costly• Lead by a 19 year old, Parker Liautaud
• Broadcasting original TV live from Antarctica• Send one of their own employees raised the stakes considerably because of the associated reputation risk
• Make a custom built six-wheeled truck• Soundproofing TV studios
• Expenses: fuel, payload, IT service, camera equipment• Ensure safety and survival of all team
Target Audiences Primary: Businesses Needing Insurance
Secondary: Current Clients
Why were these audiences selected? Wanted to reach as many people as possible to increase global
awareness
No direct audience just business needing insurance brokerage and risk management.
Captive Minds
Philosophy: “We Power Human Connections and Enhance Reputations”
“Think Change Think Human”
Major Objectives/Goals of Campaign
The Brief: Showcase how Willis helps clients to become resilient in an increasingly complex and interrelated world
● Deliver high-profile media coverage including television news in the US and UK
● Position the company as a corporate innovator and thought leader on global issues
● Engage key current and potential clients through outreach and original experiences
● Motivate and engage staff to better identify with resilience
Willis Company
● Core Business: to offer risk management solutions and strategies to help clients overcome challenges and build resilience for a risky world
● Has helped clients to: • Explore new frontiers
• mitigate natural and man-made risks• achieve through human endeavor what many thought impossible
Solution:
A pioneering scientific expedition to the South Pole, led by 19 year-old climate change campaigner Parker Liautaud
Goals of Expedition ● Understanding our
changing world○ By uncovering new
scientific data ○ Enhances awareness
of climate change ● Highlighting the resilience
of the human spirit ○ An inspirational
journey that tests the limits of human endurance
Antarctica ● Two geologically distinct regions; East and
West, separated by the Trans-antarctic Mountains and joined by a huge ice sheet
● Antarctica affects the climate of the whole planet
● “global thermometer”
Antarctica and Climate Change
Climate Change Why Antarctica
Antarctica Conditions
● One and a half times the size of the USA
● Coldest, Windiest, and most elevated continent on earth
● Driest continent, experiencing only 200mm of rainfall a year, making Antarctica the world’s largest desert.
● Permanent cold means hypothermia and frostbite are ever present dangers
World-Record Attempt ● Setting a new ‘Coast-to-Pole’
Speed Record
● Aims to set a new world record for skiing across Antarctica from Coast-to-Pole ,covering 397 miles
● Average around 18 miles a day for 22 days
● Parker would be the youngest male to do so
Publicity
● 30 feature articles about Parker Liautaud or the expedition shown on the Willis Resilience website
● Interviews with Parker, campaign and expedition details
● First feature article on September 3, 2013
Publicity
Outlets include:Mashable, MSN Brazil, Chicago Tribune, Daily Mail,
CNBC, CNN, Washington Post, National Geographic,
WNPR, Huffington Post, TIME, & others
Publicity
Magazine Coverage
• Outdoor Enthusiast
• Frost Magazine
• TIME Magazine
( 30 people under 30
changing the world)
Press Releases
● First announcement of the expedition on August 19, 2013
Press Releases
● Parker blogged the whole expedition
● Voice Blogs
TV and Radio
Interviews by:ITVCBS NewsDaily MailCNBCCNN
Expedition TVIce Broker TV
Events
Pre-departure media outreach:
● Journalists meet Parker
● Experience -25°C conditions
Events
Pre-departure media outreach:
● Press Lunch and Climate Seminar at Explorers Club in New York
● Ice Broker launch, drive journalists around London
Social Media
Twitter· Over 800 followers
· Account included over 400 photos and videos
· Had updates throughout the expedition
Social MediaYouTube - most reach● 123 Videos, first uploaded on August 20, 2013● Interviews with Parker, team members● Updates during the expedition ● Showcase the truck, day to day activities● Over 80,000 channel views
Social Media
● Over 1,100 likes● Used to share links and
videos from their website and other social media accounts
Ad Campaign
● Advertising campaign with The Guardian and social media partners – RocketFuel, YouTube and Twitter.
● Media Relations + Press: Captive Minds
Campaign
How Long?● First press release:
Aug. 19, 2013● Officially ended in
March 2014● World record race
took 18d 4h 43mWhere?● International
Results & Measurements
Since this campaign was still live until March of 2014, it has been evaluated by the agency on an ongoing basis through the use of:
• Its own proprietary social media analysis software
• Google Analytics
• Meltwater news and analytics
Willis has also surveyed internal clients, staff and recieved industry feedback.
Brand Awareness
• Media coverage reached an audience in excess of 663,256,150 in 146 territories.
• Twitter delivered 928,668 impressions and 46,086 clicks from a new expedition account.
• World-first live coverage from the South Pole including ABC’s ‘Good Morning America’, the BBC, CNN, ITV, CNBC and The Weather Channel.
Global through Leadership
● Willis became the forum for over 40 clients, industry experts and organizations to give their views on climate through the Willis TV series.
● Parker named ‘Top 30 Under 30’ in Time Magazine.
● Former Vice President Al Gore delivered a personal message to the Explorer’s Club launch and appeared on stage with Willis’ CEO.
● Willis risk and science advisory staff in NY and London helped plan the expedition, one employee helped fulfill the mission in Antarctica, and 335 offices worldwide sent messages of support.
● Willis associated with Parker Liautaud successfully set two polar world records.
Sales and New Business
● Target client accounts experienced an average 35% increase in revenues, paying for the campaign many times over.
● New business inquiries rose by 12%.
Conclusion
● Was this campaign effective?
● Do you think this campaign has a future lifespan?
● What would you have done differently?
● Any major lessons to be learned?
ReferencesHome Willis Resilience Expedition 2013. (n.d.). Willis Resilience Expedition 2013. Retrieved October 7, 2014, from http:
//www.willisresilience.com/
The Expedition Willis Resilience Expedition 2013. (n.d.). Willis Resilience Expedition 2013. Retrieved October 7, 2014, from
http://www.willisresilience.com/the-expedition/
Willis. (n.d.). Press Room -. Retrieved October 7, 2014, from http://www.willis.com/Media_Room/Press_Releases_
(Browse_All)/2013/20130819_Willis_Media_Pack/
Willis Resilience Expedition 2013. (n.d.). Willis Resilience Expedition 2013. Retrieved October 7, 2014, from http://www.
willisresilience.com/category/news/
Interview: Parker Liautaud - Gear Patrol. (n.d.). Gear Patrol. Retrieved October 7, 2014, from http://gearpatrol.
cm/2013/11/21/30-minutes-parker-liautaud/
Q&A: Youngest Man to Ski to South Pole Is Also Fastest. (n.d.). National Geographic News. Retrieved October 3, 2014, from
http://news.nationalgeographic.com/news/2014/01/140112-youngest-ski-south-pole-record-yale-parker-liautaud-
antartica/
Teen Embarks on South Pole to Bring Awareness to Climate Change » EcoWatch. (2013, December 13). EcoWatch.
Retrieved October 7, .2014, from http://ecowatch.com/2013/12/13/teen-south-pole-awareness-climate-change/
Willis Group Announces The Willis Resilience Expedition Antarctica - From Coast to Pole December
2013. (2013, August 20). Retrieved from http://www.cnbc.com/iod/100975022#
