When BASF began planning its 150-year anniversary in 2015, the company decided to forgo the traditional, self-congratulatory advertising campaign. Instead, BASF challenged itself and their employees to explore the role of chemistry within three global challenges: urban living, smart energy, and food. BASF North America focused on the topic of Urban Living, according to Alberto Hernandez, Special Projects Marketing for BASF. In 2012, Red Hook, Brooklyn and the New York area were devastated by Hurricane Sandy, which caused $32 billion dollars in damage. Therefore, it made sense to use Red Hook as a case study to develop solutions to prevent future damage from extreme weather.
“There are so many challenges facing NYC and its coastal waterfront,” Hernandez says. “The neighborhood of Red Hook was devastated by Hurricane Sandy. Finding solutions to prevent damage from the next hurricane is paramount for its citizens.”
A 36-page white paper was created as a result of BASF’s Creator Space event in NYC. The event brought together Red Hook residents, industry experts, local business owners, scientist, engineers and more—and engaged them in a multi-day, co-creative exercise with the hope of serving as a guide for renovation and preservation of coastal communities around the world. However, it’s difficult to get high levels of engagement online for static PDFs, so Hernandez looked to ion to generate excitement online around the complex project as a company who understands how consumers digest information online.