Building the future – Case Study 2021

Shortlisted 2021

Corporate Influencer

Brand

NTT

Entered by:

The Trust: The Wall Street Journal | Barron's Group

Building the future

The Challenge

For the past few years, innovation stemming from new disruptive technologies like 5G, AI, AR & blockchain has continued to change the dynamic within the C-Suite. As a proven leader in engaging influential Business Decision makers across the globe (reaching more than half of all global decisionmakers & responsible for $2 in every $3 spent in global B2B tech/telecom purchases), in 2019, WSJ|BG Intelligence (a dedicated, inhouse research unit), conducted a piece of proprietary research that focused on understanding the priorities & points of view of over 1,200 CEOs & CIOs in response to this issue. The Online quantitative study included a detailed analysis of top tech brands to assess brand familiarity and how innovative they were perceived to be by respondents.Findings showed that NTT was considerably less well known and perceived as less innovative compared to its competitors – placing within the lower quadrants for both elements. This moment presented an opportunity for NTT to drive a significant perception change among CEOs and CIOs globally.

In 2020, NTT wanted to increase brand awareness among global C-Suite executives. Advocating an overarching message of ‘Tech for Good’ – how change today can become the future and help not only businesses but also for the society and the world – NTT wanted to be reinforced as a leader in delivering innovative solutions that can help empower decision making. *Source: 2018 Global Business Influencers Survey; Dow Jones brand reflects net of Barron’s, MarketWatch, and The Wall Street Journal U.S. print and/or global digital users in the past 30 days.

The Creative Solution

Reaching over half of C-Suites globally &producing more tech content than competitors, NTT partnered with WSJ|BG to leverage its influential readership &reputation as a trusted source of business intelligence. Building The Future was a multi-faceted programme including research, articles, video, events &multi-channel alignments-designed to position NTT as an innovative leader in delivering ‘Tech For Good’ now&for the future. Launched during the pandemic, content demonstrated the pivotal role tech has played in our battle against Covid-19 &continues to play in all aspects of life. The programme was grounded in intelligence with insights from the research used to inform content, 1P data to identify effective formats &proprietary targeting for qualified scale. PR Activity: To tee up the campaign, The Trust created 1xpromotional article &video to raise brand awareness prior to the Building The Future programme launch. Proprietary Research: A study of 350C-Suite professionals from 10 industries &15 countries by WSJ|BG Intelligence sought to understand the tangible actions firms have taken towards “social purpose”, &what respondents hoped to achieve through their social impact strategy. . Whitepaper: Research findings/Insights were used to create a 15xpage whitepaper “Building Back With Purpose”. which demonstrated how technology-driven solutions can be used to solve some of the world’s most vexing problems. Content: 3 of 5 The research informed 4xarticles which were released in bursts to align with live events. Spanning topics including cybersecurity &how digital technology can reshape the Post-Covid World, articles were housed within a co-branded hub on wsj.com. C-Suite Connections: NTT’s “Tech for good” initiatives were promoted using speaking opportunities at flagship events attended by C-Suite: WSJ.Tech Live: Steph Chang (The Trust) was joined by Joe Alexander, M.D., Ph.D|Distinguished Scientist, Alex Bennett, NTT Ltd. &Mary Edwards, NTT DATA to discuss the role tech plays in post-covid workplace. CEO Council (Dec): Demonstrating NTT’s thought-leadership at the ultimate gathering of global CEOs: Main-Stage Moment: Mr. Jun Sawada, NTT, CEO conducted a main-stage speech about the importance of technology in combating global challenges &NTT’s innovation in creating smart societies/cities across the globe. Innovation & The Future Of Connectivity: Mr. Kazuhiro Gomi, NTT Research CEO joined influential panellists to discuss how national security, prosperity &stability are increasingly reliant on technology. CEO Council (May): Abhijit Dubey, Global CEO of NTT Ltd. discussed how technologies are providing innovative workplaces.

The Media/Content Amplification Solution

Media & Content amplification is a key piece to this campaign’s overall success. Strategic timing (e.g. releasing articles at the same time as the live events) was complemented by a powerful distribution plan in order to maximise awareness amongst the target audience (across multiple platforms) and drive discovery and engagement of The Building The Future content. Contextual Alignments: High-impact buyouts of key digital sections across WSJ Digital Network (WSJDN) (e.g. Business & Tech) were complimented by highfrequency placements within sections we knew C-Suites visited regularly as part of their daily news routine. NTT also ran alongside all brand-suitable content related to Coronavirus – allowing them to promote their innovative Tech for Good capabilities without compromising on brand-safety. Audience Targeting: We identified C suites of large size global companies and served NTT messaging to them wherever they were across WSJDN -pushing them to the custom hub.. Thematic Targeting: WSJ | BG’s patented taxonomy tool, DJID, is a contextual targeting tool that allows us to effectively gauge users’ intent & serve messaging against 80+ distinct themes. For NTT, we applied 5G/Tech For Good/IT/ESG/Impact Investing/Workplace Tech & IoT – meaning that when a user read content that related to these topics across WSJDN, they were served a large-format promotional unit advertising the custom programme. News IQ: By including NewsIQ in our media strategy, NTT’s custom content ads appeared across all media titles in the News Corp portfolio including The Times & The New York Post for additional reach within brand-safe environments. Finally, placements across select partners such as Apple News were utilsied for maximum reach beyond the WSJ|BG walled garden. Organic social promotion from WSJ Custom and client-owned handles further drove awareness and familiarity. . In addition to the content mentioned above the programme included: Cover-Wrap in Print: The whitepaper was promoted to capitol hill using a powerful cover-wrap (policymakers were secondary target to C-Suite) within #1 most trusted U.S. news source, WSJ featuring a QR code which took the reader to the custom hub. Event Sponsorship: To complement the speaking opportunities at live events, NTT also benefited from prominent branding across promotional materials in the lead up to, during and post events – as well as across the virtual platform itself.