KPMG FORENSIC CAMPAIGN
CONTEXT:
KPMG South Africa was the first of the Big 4 to have a Forensic practice. KPMG Forensic is the largest professional forensic service provider in South Africa, however, over the years their Forensic practice had never been properly marketed and branded. Marketing activates were done on an ad-hoc basis, supporting various publications, etc. With other firms starting to become more competitive in this Market, and the increased need for Forensic services, there was a need for KPMG to properly position themselves in the market.
END GOAL:
The marketing team proposed a re-launch of KPMG Forensic. Hours of meetings were held to properly understand the Forensic business and the various sub-divisions.
RESULT:
A campaign was designed to tie all the Forensic elements together with one strong message/call to action.
A strong, hard-hitting look and feel was designed.
The intention with the copy and look and feel (and call to action) was to create a ‘wow’ factor – not many people see KPMG as a provider of Forensic services. KPMG wanted to create a feeling of ‘anxiety’ amongst executives about the ease at which fraudsters can attack a business – and to position KPMG in their minds as the team who can help. A complete 360 campaign was developed:
- Animated billboard advertising was created that ran for a month in the heart of the Sandton CBD,
Johannesburg (right outside the EY building)
Johannesburg (right outside the EY building)
- While this billboard advertising was running, we did weekly digital campaigns focusing on each specific
Forensic service offering (Cyber Security, Anti-Money Laundering, Fraud Risk Management, Ethics Consulting,
Anti-Bribery and Corruption)
Forensic service offering (Cyber Security, Anti-Money Laundering, Fraud Risk Management, Ethics Consulting,
Anti-Bribery and Corruption)
- These campaigns ran on YouTube, Facebook, LinkedIn, Twitter, Instagram, Google AdWords (paid and
organic) and on various business websites (ITweb, News24, Moneyweb, Business Day Live)
organic) and on various business websites (ITweb, News24, Moneyweb, Business Day Live)
- Client communications were sent out during this time
- An internal awareness campaign was run during this time as well as Videos on all internal platforms
Our Purpose:
- This hard-hitting campaign was aimed at inspiring confidence in our clients / targets and to encourage them
to empower change by being aware of, and making use of KPMG’s Forensic services
to empower change by being aware of, and making use of KPMG’s Forensic services
- Using KPMG’s Forensic services enables clients to ensure their business is run as an ethical organisation
Our Vision:
- By boldly sharing our unique Forensic service offerings with our clients and the public, we showed how
extraordinary our people are
extraordinary our people are
- By coming out and highlighting how unique our Forensic practice is our clients indicated (and we see this in the
results of the campaign) that they saw a difference in us
results of the campaign) that they saw a difference in us
- The nature of our campaign –>Forensic services and how KPMG can solve the problem – engendered public
trust: KPMG is about integrity, against fraud and for ethical behavior
trust: KPMG is about integrity, against fraud and for ethical behavior
Our Strategy:
- Our campaign demonstrated these elements of our Strategy:
-- Drive a relentless focus on quality and excellent service
-- Bring insights and innovative ideas
-- Deploy our highly talented people
MY ROLE IN THIS PROJECT:
I was involved in the project from the outset. I worked alongside the copywriter and an animator to create the project from start to finish. We met with the Forensic team (department heads). They explained the need for the campaign and its objectives. We set out to achieve those objectives by brainstorming, sourcing imagery and working on content that would best suit the messaging of the campaign.
I created the typography and sourced reference material and treatment for the graphics. I worked with the animator to create the opening and end frames, the treatment of the slogan in the end frame as well as the treatment of each frame to achieve a sense of consistency, cohesion and still differentiating between the different services offered by the Forensic team.
