Winner 2024

Social Good

Brand

Blancpain

Entered by:

Economist Impact

Beyond the Surface

Why?

At present, only 8% of the ocean is under some form of marine protection, and just 2.9% is fully or highly protected from fishing and other human impacts. Little is known about the true effectiveness of these parts of the ocean, known as Marine Protected Areas (MPAs). There are currently 18,000+ around the globe. Yet, despite their importance, up to 96% allow destructive activities inside their boundaries.

To achieve the UN’s goal to protect at least 30% of the global ocean by 2030, there is now an urgent need for solutions to strengthen MPAs. To do this, greater understanding of these unique areas is critical.

Exploration and preservation of the world’s oceans is core to Blancpain. Since launching the world’s first true diver’s watch, the Fifty Fathoms in 1953, Blancpain has maintained a commitment to exploring, preserving, and achieving a better understanding of our seas. Blancpain wanted to:

  • Demonstrate the brand’s continued commitment to ocean preservation and protection
  • Address the lack of understanding about MPAs
  • Highlight the economic, social and environmental benefits of fully protected MPAs
  • Strengthen the case for investing in MPAs
  • Provide audiences from national and local government, environmental groups, NGOs, private sector, development finance institutions, C-suite and the wider public with original data and insights to help better reach the 30×30 goal
  • Align Blancpain with inspiring stories, initiatives and innovative solutions

Advocate for high-quality MPAs to underscore the significance of marine conservation and leave a lasting impact on global marine conservation efforts

The Content Solution

Economist Impact, supported by Blancpain, developed the “Beyond the Surface” research programme, a fully interactive and immersive digital platform designed to change the way people understand and engage with marine protected areas. Further bolstered by an infographic, case studies and original articles by ocean leaders, it identifies the factors contributing to the effectiveness of MPAs, from their inception and design to their management,  implementation, and ultimately, their outcomes.

The aim is to educate, engage, and inspire audiences by contextualising the important issue of MPAs. Through a range of content designed to allow users to engage however it suits them, the programme puts a spotlight on MPAs, raising awareness of the plight of the ocean whilst aligning Blancpain with inspiring stories, actions and solutions to help preserve our oceans.

  • Interactive mapping tool showcasing 100 MPAs worldwide and deep diving into 10 MPA case studies, allowing users to explore different locations and understand the marine protection practices that are working as well as key areas for improvement
  • Interactive infographic allows users to deep dive into how key players in the space are hoping to achieve the 30 by 30 goal
  • Video series focusing on ten global MPA case studies, tap into the communities and MPA leaders who are tackling the biggest challenges facing the Ocean
  • Short film telling stories of these important ecosystems and those trying to protect them
  • Thought-leadership blogs from influential voices such as Patricia Scotland, secretary-general of the Commonwealth and Peter Thomson, United Nations Secretary-General’s Special Envoy for the Ocean

The programme was launched at Economist Impact’s 11th annual World Ocean Summit in Lisbon which included a presentation from the renowned wildlife photographer, Laurent Ballesta, and a short screening unveiling the ambitions of the project. Blancpain and Economist Impact set up an interactive video wall which allowed attendees to explore MPAs from around the world and QR codes linked to the hub for guests to find out more.

The Media/Content Amplification Solution

With a number of distinct audiences to reach, it was important that each user experience, requirements and journey was tailor-made to maximise engagement. Targeted media across print, digital and social was key in driving awareness of the programme and Blancpain’s thought-leadership.

We analysed the content through the eyes of the target audience – identifying the needs of each segment and the key messages that would resonate with them. A rich suite of creatives (reels, stories, videos, animated GIFs, Carousel ads, display ads) were developed – driving users to the most appropriate area of the custom hub. We also selected platforms based on their ability to deliver the target audience (e.g. LinkedIn for C-suite,  Meta for those interested in sustainability and X for wider public awareness).

Further amplification using organic promotion in Economist Impact’s weekly newsletter where a special issue was created around the issue of MPAs; regularly promoted on The World Ocean Initiative site and across social.

The Result

Beyond The Surface effectively highlighted the economic, social and environmental benefits of marine protected areas while delivering an engaging experience with UX at its core.

Right audience:
Attendees at World Ocean Summit – a flagship event dedicated to instigate action towards developing a sustainable ocean economy.

Social and digital impressions with hub visits and page views KPIs over-target.

Traffic to the site more likely as Government Policy Makers, C-Suite, and BDMs – clearly demonstrating how our tailored creative and rich content resonated with target audiences.

Driving engagement:
High content engagement showcasing the program’s success in captivating and retaining audience interest.

Thought leadership: Reaffirmed Blancpain’s dedication to support the 30×30 targets and promoted their thought leadership on how to increase protection of marine areas. It also allowed them to highlight their existing partnerships and deepen their relationships with others in the ocean community.