OUR TASK

We were tasked with reaching a  London SME decision maker audience during unprecedented times; some were returning to work, but most were staying home, and their media consumption would be local.

TARGET AUDIENCE

London SME decision maker audience.

OUR INSIGHT

In March 2020, the UK went into its first national lockdown and WFH become everyone’s favourite acronym. Offices were shutting their doors and remote working became the norm. But, as lockdowns and restrictions eased off from March 2021, the demand for a physical office space was back. Workspace wanted to be on the shortlists for decision makers at this crucial time. Although they had been around for 30+ years, brand awareness was low; d19 were challenged to double it.  

OUR SOLUTION

We carefully crafted a multichannel campaign to reach our decision makers away from their normal business touchpoints. Supersides on iconic London red buses allowed for reach and frequency across all areas of London, supported by mega banners in 13 key Workspace neighbourhoods. The Sunday Times business section and digital audio supported the OOH activity.

Provocative creative work from NOW tapped into the cultural moment of switching from WFH to ‘working from work’ (#WFW.) This was a bold brand campaign that let London’s SME community know that with Workspace, London was back in business. 

OUTCOME

The campaign successfully shifted spontaneous awareness by 230% and increased first choice by 60%. Despite the fact it was executed in one of the UK’s most unpredictable periods of media consumption.

SERVICES 

B2B Brand Strategy, Digital Out of Home, Media Buying - Planning, Outdoor Media Buying, Press Media Buying, Radio Media Buying.