#NexGenLeaders

Creating a unique, innovative and high-impact tailor-made project – making THE difference.

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#NexGenLeaders

Creating a unique, innovative and high-impact tailor-made project – making THE difference.

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ECS Groupthe leading global GSSA in the air freight industry, with 1106 employees and 151 offices in 48 countries.

The group has generated $1.6 billion in turnover, transporting 1.2 million tonnes of freight on behalf of its airline clients.

ECS Group CEO, Adrien Thominet, said:

“Our goal was to seek out new talent, new ideas, a new perspective on our industry – to be a proactive player in the transformation of air freight.

The idea was to rejuvenate and modernize the air freight industry, putting it in the spotlight to attract new talent.

Creating a global open innovation challenge over six months, open to students, startups and group employees, with the aim of identifying innovative solutions for the air freight industry in four key topics: Digital technologies, Added-value services, People, and Sustainability.

The #NexGenLeaders challenge by ECS Group was born. 

A to Z project design: building an innovative, high-impact and far-reaching challenge.
We mobilized every ounce of our expertise for this project.

1.

1.

Branding strategy

From the concept to the content, not forgetting the project’s visual identity, we worked to create every aspect of the #NexGenLeaders challenge to build a unique new brand and give it international reach. The NGL logo was distributed widely in the main media, including print, online and social media.

2.

2.

Public and Press Relations

High-impact, effective communication: Project launch press conference, regular press releases about the group, its intentions and the project recruitment process. Viral videos. Using social media and regular interviews with members of the grand jury. Growing reach as the project progressed (number of participants, number of teams selected, etc.).

3.

3.

Marketing

We created a dedicated digital platform for the project. More than a simple showcase, it gave us the opportunity to present all the information relevant to the challenge (details, eligibility, topics, etc.) and manage it from A to Z, highlighting the challenge itself, the jury, participants and more. We created a range of resources to promote and coordinate the challenge, aimed both at a company-internal audience and at partners (Grand Jury members, Mentors and the press), including brochures, flyers, weekly updates, etc.

4.

4.

Creative productions

To highlight the challenge to a wide audience and to give the #NexGenLeaders brand a firm footing, we created a number of promotional campaigns ahead of and throughout the six-month challenge, including web content, print media, films, short videos and more.

5.

5.

Media & Social Media

Creating a media plan to bring greater visibility to the promotional campaigns was a necessary step, and helped to set the pace for the challenge’s multiple stages, from its launch to the announcement of the winners (a period of over 6 months). Sharing campaigns on social media as well as a range of news items (articles, calls for applications, introductions to the Mentors and the Grand Jury, introductions to the finalists, etc.) boosted the challenge’s visibility.

6.

6.

Events

To put in place and manage the steps involved in the challenge, we had to coordinate multiple stakeholders (candidates, partners, Mentors, Grand Jury members), both encouraging them to take part and supporting them throughout the project. We also organized a range of meet-ups and events to maintain the challenge’s momentum – selection stages, an in-person final that was also streamed live around the entire world, a meeting with the Grand Jury, announcing the results on stage at the most prestigious event in the air freight sector (Air Cargo Europe 2019 in Munich), and more.

A ROARING SUCCESS!

 

MONTHS

participants

INNOVATIVE SOLUTIONS

NATIONALITIES

PROJECTS GIVEN COACHING

FINALISTS ASSESSED BY A GRAND JURY

WINNERS

An extremely positive impact on the air freight industry

An industry that has benefited in every way – reputation, appeal and innovative solutions

A success that has enabled the industry to boost its reputation and increase its appeal, especially among students, who told us they found the industry very appealing, both in terms of the challenges it offers and its dynamism.

Thanks for an unforgettable experience. Munich memories will remain forever.”

Tejas VENKATESH, student (MHTV Team). 

My head is full of memories! Thank you for this experience and this amazing opportunity!” 

Cédric BENEJEAN, student (Each % Counts Team).

“The #NexGenLeaders challenge went well beyond our expectations. It was a real success for us and for the industry in general. The impact was huge, and not a week goes by without a client or partner talking to me about the project. From A to Z, the project was designed, implemented and organized to perfection. It’s even resulted in copies – several airlines have launched similar challenges or are planning to do so.”

Adrien THOMINET

CEO, ECS Group

A client, ECS Group, that positioned itself as a leader and bolstered its image.

 

For this project, ECS Group was awarded the prize for the best marketing and promotional campaign of the year at the 2019 World Air Cargo Awards ceremony!