Konica Minolta asked us to develop a global 360° marketing communications campaign to support the launch of their latest innovation, Workplace Hub, a revolutionary new IT services offering for enterprises. Our challenge was to reposition the brand from a printing company to an IT solutions company whilst developing their thought leadership credentials and raising awareness of Workplace Hub amongst key IT purchasing decision makers.
Insight & Idea
Recognizing that the primary audience for Workplace Hub were concerned about the future capabilities of their existing IT infrastructure, we created a multi-channel, content-led campaign called Spotlight, which provided Konica Minolta a platform from which it could focus on the future of the workplace and to shine a light on customers existing and future IT needs. A range of content was created including films, photography, infographics and essays which we seeded to influencers, media and customers and housed on a dedicated online portal. Furthermore, Spotlight allowed us to create a media event where Konica Minolta could unveil their latest and future technology products.
A key element of the Spotlight campaign was Spotlight Live Berlin, a TED-style speaker event for an audience of global IT, technology and new media leaders. The event featured experts and opinion leaders drawn from a wide variety of disciplines and industries who discussed the evolution of and the role of technology in the workplace of the future. Spotlight Live Berlin also included a multimedia showcase that highlighted Konica Minolta’s rich history and heritage of innovation, as well as a reveal moment of the Workplace Hub. An interactive demonstration zone was also created to allow Konica Minolta to preview its new range of products and services.