ready for the resource revolution
Positioning and worldwide launch for the new global brand
the issue
SUEZ is the world’s second-largest water and waste management company.
In March 2015, all of the Company’s brands were brought together under a single banner in 70 countries, replacing 40 traditional local brands.
The issue was how to make this launch of the global brand an unforgettable moment, to federate the Company’s 80,000 employees under the new banner and to take advantage of the launch to reposition the Company and strengthen its image.
bearideas' solution
Rather than just announcing the brand, we decided that all internal and external stakeholders should embrace a new corporate vision through a new brand signature:
SUEZ
ready for the resource revolution
the Resource Revolution Tour
A series of global events on the topic of resources, organized in a 24-hour period:
- 3 cities (Paris, New York and Beijing),
- 13 high-level speakers,
- an audience comprised of local and international opinion leaders.
700 opinion leaders attending the event in the three cities.
180,000 contacts reached before the launch.
8,000 live-stream connections.
714 connections to the digital newsroom.
In collaboration with Momentys and ElanEdelman.
the launch of a brand content program
To involve stakeholders before the conferences:
- a special website was created to promote the event with an editorial section (in English and French),
- a twitter account was opened (@open_resource) for the purpose of federating the community around these events.
53,000 unique visitors in one month, before and during the event.
120,000 pages seen.
#rrtour was used 1,758 times and over 2,500 tweets were sent about the introduction of the single brand.
In collaboration with ElanEdelman.
a global media campaign
For the reveal of the single brand, a campaign has been rolled out in the media and in-display video ads, to strengthen the image of SUEZ and awareness of the Company.
Economic and political decision-makers and opinion leaders in 16 countries were targeted.
In collaboration with Les Ateliers Devarrieux.
the new brand’s campaign website
The campaign’s website, to provide all the details on the new corporate vision and the new positioning
160,000 unique visitors in 7 days.
It was awarded a Gold TOP COM Grands Prix Corporate Business, Corporate communication strategy and a Global communication program award Honorary Prize from Communication & Entreprise UJJEF.