MCI Campaign
MCI wanted to relaunch themselves to the UK market as a creatively-lead agency, but they had an established reputation as event planners and logistics experts. We reintroduced MCI UK by asking team members, what does MCI stand for? From their answers we created a campaign showcasing the team and their answers.
What does MCI stand for?
MCI’s UK office set out to position itself as a creatively-lead engagement agency, to a market that thought it already knew who MCI were, a logistics first event agency. Working with MCI UK leadership we decided to reintroduce MCI to the market by asking the question ‘What does MCI stand for?’ Literally what does the M, C and I of MCI stand for?
In a market dominated by faceless agencies, we wanted to stand out from the sea of acronyms. Firstly we worked together to put meaning to a name, meaning that clients would connect with, delivered in a format where clients were and with a tone of voice client’s would understand and find approachable. Secondly we featured the very people the client would interact with when working with MCI drawing on their experience and connecting the audience to the people of MCI. So we posed the questions to the team, had real conversation with the team and built the video campaign around them, featuring them in prominently in both static and dynamic posts. We invited the cameras into the MCI offices and used the everyday environment as a backdrop, used props found around the office to highlight All of this meant that in addition to an authentic message being delivered to the market, we delivered the message within an extremely tight budget and timeline.
We delivered nine videos, each highlighting a quality and accompanying team member, naturally each quality began with an M, C or I, answering the question of ‘What does MCI stand for?’ After an initial internal launch, coinciding with the annual sales kick off, the videos were launched on MCI’s UK social media channels with a focus on LinkedIn and Instagram, the two most active channels for enquiries and interactions with clients. The campaign then formed the backbone of MCI’s approach to social media, we developed a series of posts that always related back to showcasing ‘Who MCI is’ and created pillars that would speak back to the work done when asking ‘What does M, C or I stand for?’
The Impact
The campaign launched in January 2024 with videos being released in 3 sets of 3 across Instagram and LinkedIn. In the first 3 months the videos received 340,000 impressions and 145 new followers on both platforms, these were a mix of potential team members and freelancers as well as Business Development, Marketing and Management personnel from prospective client brands.
Importantly 28 new brands interacted with MCI on LinkedIn, creating several new business opportunities including an invitation to become a preferred supplier to Volkswagen Group (which was eventually won) as well as an invitation to pitch for an activation in the build up of the Volkswagen Commercial Vehicles World Conference.
The campaign generated interest not just from new sectors, client brands and team members but also from within MCI’s wider group, other offices reached out to ask how the campaign was executed, what results were seen and how this thinking could be applied to their own markets. Several consultations were given with other European teams on how to connect with local markets and showcase what makes their teams unique, which built MCI UK’s reputation internally as a creative force, alongside the reputation gained externally through the running of the campaign.
From the Client
“I have to say I was blown away by the detail and the way everything looks. I can see how much you have all put in to getting us exactly where we should be, and, our approach feels authentically us – which is in essence what underpins the whole campaign. You all totally smashed it.
We can all really be proud of who we are. Thank you for everything you have put into this!”
