Moving from Paper to Industry 4.0

Ordnance Survey (OS), the national mapping agency of Great Britain, sought partnership with April Six to achieve two distinct goals. Firstly, to reposition itself as more than a ‘mapmaker’ and influence commercial organisations to view it as an innovation leader. Secondly, to showcase why only an established, experienced, data authority could solve today’s addressing data challenge.

To propel OS into today’s data conversation, we needed to challenge deep-rooted perceptions of what OS did and stood for by showcasing the breadth and depth of its innovation-led capabilities, but without neglecting its history.

We knew we needed a hook for the campaign that would distinguish to our audience what really mattered: gaining data certainty. OS offered an addressing data solution that is more accurate, reliable, and complete than any on the market, and we used this insight to shape our creative thought. 

From this point onwards, the metaphor became a brand catalyst, and when rolled out across a targeted paid social campaign, a coordinated five-email workflow, a series of three multi-funnel thought-leadership blogs, two evidence-led hero reports, and a centralised data hub microsite for each independent sectors, our audience took notice.