Our Story in Numbers
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Positive Sentiment
A QUANTIFIABLE increase in positive sentiment towards Accenture as the pandemic continued.
Thousands
of views of materials
We banked 1000's of views of the online materials by New York business owners who relied on the validity of the data to steer their business through the pandemic.
Dozens
of high value leads
We tracked multiple ultra-high-value sales leads for the sales teams as a direct result of exposure to the New York recovery campaign ABM placements.
12
happy stekeholders
Which says it all really.
Accenture NY
Covid Recovery Campaign
Covid hit New York particularly hard. Accenture's new HQ was set to be a NY landmark, so they wanted to show their pride in the city by communicating how New York was coming back to life post-pandemic. They wanted to be the go-to ‘pulse check’ of the city and provider of good news stories information that could help people to re-engage with the city.
Big Idea
Create the most authoritative, living portrait of New York City’s recovery - told through data, driven by optimism, and powered by purpose.
As the world emerged from the shadow of the pandemic, New York stood as both a symbol of hardship and resilience. Accenture saw an opportunity to do more than just open a new HQ - they wanted to demonstrate their belief in the city’s future. The big idea was to create an ever-evolving, data-led narrative that would track the city’s healing process in real time. A story not told through speculation or sentiment, but grounded in live metrics - from public health to transportation, foot traffic to economic activity - painting a true, trusted picture of recovery.
Creative Solution
We built the New York Recovery Radar - a real-time data platform that tracked the city’s recovery across key metrics like transport, retail, and footfall. This live tool powered a dynamic content campaign that turned data into compelling stories, helping New Yorkers reconnect with their city and positioning Accenture as a visible, optimistic force in its comeback.
The Recovery Radar
Accenture wanted to be the go-to ‘pulse check’ for New York — a trusted source of good news, civic insight, and data that could help people re-engage with the city and, in doing so, accelerate economic recovery.
So, working with us, they developed the New York Recovery Radar — a real-time data platform that measured the health of the city as it emerged from Covid. This live-data tool tracked everything from public transport use to retail activity, footfall, dining trends, and more — creating a dynamic, ever-evolving picture of recovery.
But it wasn’t just a dashboard - it powered a content-rich campaign that turned raw numbers into human stories. Through smart visualisation, interactive storytelling and localised insights, the tool became a beacon of progress and optimism, helping New Yorkers - and the wider world - see the city not just as it was, but as it was becoming. This wasn’t just a campaign. It was a civic act - one that positioned Accenture as both a proud new neighbour and a committed partner in New York’s comeback story.
Campaign Art Direction
We crafted a bespoke art direction to visually capture the campaign’s central idea — a picture of the city over time. To bring it to life, we commissioned a series of striking ‘Time Slicing’ photographs — a technique that stitches together images taken throughout a 24-hour period into a single, seamless composition. The result: powerful visuals that reflected New York’s transformation across time, perfectly mirroring the city’s journey back to life.
Campaign Hero Assets
Accenture's brand stewards are notoriously strict, but given the scale and importance of this campaign, we were able to work together to develop a suite of brand assets that worked into the time slicing art direction – like graduated borders, backgrounds and overlays.
Keeping business owners informed and inspired
Landing pages and weekly industry-specific emailers sent to business owners positioned Accenture as the pandemic pulse-check of NY.
With an established art direction and a steady stream of data we launched a landing page that relied heavily on multi-media assets to give the user an engaging experience and a much more rounded understanding of how New York was recovering from the Covid-19 pandemic.
A modular structure allowed us to update the site regularly with new data, milestones and stories. We supplemented data with more human stories and qualitative ‘deep dives’. Weekly emails drove traffic to the page too.
Social Data gathered
the true vibe of the city
We captured true sentiment data as the population emerged from lockdown (left). We also wanted to include sentiment data to show what people were thinking on the ground, beyond the raw facts and figures, to really retain that human element - you can see some examples of that kind of post here.
And people shared their lockdown POV’s (right). We had key Accenture personnel take a daily photograph out their apartment window during the campaign - essentially creating their own pictures of the city over time.
Ongoing data reports
As the city recovered, the data reports kept everyone informed.
Recovery from the pandemic was never going to happen overnight - and the work didn’t stop when the lockdown ended. The data tool allowed us to continue to publish industry-specific documentation that gave everyone an accurate and up to date picture of the city over time.
Geo-targeted OOH
As the city emerged from its covid slumber, we expanded the campaign into boroughs that were recovering fastest - and crafted geo-targeted comms that informed the populace about what as happening in the city around them - what they were searching for and interacting with online.
Data-powered OOH ABM
One of the more interesting ways to use the data from the data tool, was to use it to create compelling ABM style out-of-home ads directed to diamond prospects around New York.
We could target customers (like McDonalds pictured here) with insightful messages from our data sets - an ad like this that talks about how 25% of people wanted to go to McDonalds as soon as the lockdown ended - could be placed directly outside McDonalds New York headquarters thanks to a smart media buy.
