WHY: 2016 was DAVIS’ 50th Anniversary. As an employee-owned regional GC, DAVIS’ employees + families, clients, subcontractors and community partners are integral to its success. The12 month multi-tactic DAVIS 50 campaign combined internal and external viewpoints (what its like to work FOR DAVIS, and why; and what its like to work WITH DAVIS, and why) to celebrate the milestone.
WHO: Campaign focuses on engaging multiple audiences, internal + external, within the DC metro area.
WHAT: Playing off the traditional golden anniversary theme, the campaign is new and unique, yet also familiar. It captures the company’s 50 year history - from it’s humble beginnings to now grossing almost $1B in revenue. This growth didn’t happen overnight, and is attributed to the expertise, passion and dedication of the employees that have worked + continue to work for DAVIS, and the clients/subcontractors that have selected + continue to select DAVIS .
The campaign gives thanks for their trust, expertise + partnership, and focuses on the 3 components of DAVIS’ brand value: Who + what DAVIS is (brand promise), How DAVIS delivers (differentiators + culture) and How audiences experience DAVIS’ brand.
HOW: The choreographed campaign was adaptable for, and executed across, multiple mediums. It provided tools + encouraged employees to connect and engage across all tactics: from promo items + photo sharing, to using #DAVIS50 hashtag (see exhibits for examples). The gold theme is incorporated literally (visual design) + figuratively (message copy), to further evoke a sense of pride.
DAVIS Construction - Promotional Campaign (DAVIS 50)
Category
Promotional Campaign > Promotional Campaign-Mixed Media
Description
James G Davis Construction (DAVIS)
Rockville, MD
http://www.davisconstruction.com/
https://youtu.be/LRg2enb6hE4
Winner Status
- Merit Award