To continue to demonstrate the power of EY's purpose: To build a better working world. And primarily to broaden consideration of EY services beyond their heartland of tax and audit, particularly EY technology and innovation capabilities in digital transformation.
To change perceptions of EY among senior decision-makers in the world's biggest and most influential organisations is a tough ask.
Knowing that Frankfurt Airport has a high percentage of high-profile business travellers was an opportunity to reach an often unattainable audience through a rich and engaging experience that wouldn't be possible any other way.
However, the C-suite audience are never at rest, so the work required an execution that was relevant, could ensure cut through and immediate recognition of its pertinence to the challenges faced.
The strategy was to show not just tell, to create a brand experience that demonstrated the EY perspective on digital disruption.