Nonstop innovation; the relentless passion of Boeing people to set new and higher standards. It’s what Boeing stands for—and Boeing wants to ensure the world identifies the company, its products, technology and services the same way. Last month, Boeing began airing a new, integrated TV and digital advertising campaign, “Build Something Better.” It spotlights the people of Boeing who apply their talents to build the leading-edge products, technologies and services the company delivers every day, around the globe. Boeing employees are featured throughout the five TV ads, shown on the job in Boeing factories and offices as well as out in the community, volunteering. Meredith Monroe, a Business Skills Rotation participant working in Finance in Philadelphia, was cast as a coach in the ad highlighting Boeing employees’ tradition of community service. Not too much of a stretch for the former hoops player for Penn State. In her real life as a Boeing volunteer, she teaches elementary and middle school children about business through Junior Achievement. She also helps build homes for Habitat for Humanity, and she works with Cradles to Crayons, sorting donated clothes and accessories for children in need. “When I came to Boeing it was like joining another team that helps the community,” said Monroe, whose volunteering began on the Penn State women’s basketball team, which performs a lot of community service. She found she loved working with the team to help others. “This new ad campaign was inspired by the vision of the founders of our legacy companies—Bill Boeing, Donald Douglas, Dutch Kindelberger and James McDonnell—who had an enduring passion for innovation, discovery and achievement for their customers and the world,” said Tom Downey, senior vice president, Communications. “Its theme draws on the very words of Boeing, who after flying an early biplane in 1914 said to his future business partner, ‘I think we could build a better one.’ ” “The spirit and sense of purpose in these words, and similar comments from our other heritage founders, has inspired nearly a century of achievement by Boeing people,” Downey said. Fritz Johnston, vice president, Global Brand Management & Advertising, said Boeing wants the ads to be a rallying call for employees. “Build something better is simply what we do—it’s in our DNA,” Johnston said. “It was imperative that we build these ads around our people and their passion for performance, technical excellence and integrity. It is they who are defining the future.” The campaign builds momentum toward Boeing’s 2016 centennial while aligning with the enterprising spirit of Boeing’s past, present and beyond, Johnston said. It is a natural follow-on to the multiyear success of Boeing’s previous TV ad campaign, “That’s Why We’re Here,” which is being retired. Key to the Build Something Better campaign are five TV ads, which launched on national network, on cable and in local key markets. The 30-second spots feature: Out there—Boeing’s advanced defense and security-related products and systems Nonstop—Boeing’s world-leading commercial airplanes and related products Passion—employees’ passion to innovate and build something better, every day Some come here—why people come to work at Boeing, the diverse, open and inclusive culture that brings forth the ideas and innovation that create industry-leading products and services Doesn’t fly—the scope and scale of how employees volunteer their time and skills to help make their communities be the best they can be The Build Something Better theme is being applied across other media PHOTOS: Meredith Monroe (far left) and Bronson Edwards (above, second from left) perform typical community volunteer roles in scenes for Boeing’s new “Build Something Better” television and digital advertising campaign. Frontiers March 2014 13
Frontiers March 2014 Issue
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