PUSHING THE RIGHT BUTTONS TO REINVENT THE OTIS BRAND

THE CHALLENGE

When Elisha Otis invented the safety elevator more than 165 years ago his pioneering vision changed skylines around the world. In the years that followed, competitors flooded the market and the company which once dominated the horizon lost its stand out.

We were called on board to help OTIS reach for the sky again and get noticed by interior designers, developers and architects. We had just eight weeks to turn a key customer event into something disruptive and unforgettable.

THE APPROACH

Our insight saw us look behind closed elevator doors to uncover the human connections.

We devised a central platform, Made to Move You’, which changed the narrative from being product-led to one focussing on the human stories playing out every day in the humble elevator 

An emotive brand film uncovered stories of love, friendship and new beginnings happening behind the elevator doors.

We devised a launch event and content plan and created a raft of assets to support the launch and key markets.


THE IMPACT

Building an emotional connection with an elevator seems an unlikely paradox, but our creative gave OTIS a unique positioning and the point of difference it needed to once again dominate skylines

150+ key customers attended the event and OTIS signed one of the biggest deals in its history

The campaign won the best B2B Content Campaign/Strategy at the Drum Content Awards, and picked up two coveted awards at the London Brand Film Festival

We wanted to showcase our expertise and heritage, as well as begin to differentiate OTIS with a clear vision for the future. When TVC suggested humanising the brand through ‘Made to Move You’, we knew it was the bold approach we were looking for. Rolling out a fully integrated communications plan meant the campaign lived well beyond the one-time event, and the stunning brand film allowed for emotive storytelling. The campaign was a resounding success, resonating with existing customers, prospects and employees alike. We loved the positioning so much we used ‘Made to Move You’ as the basis for the first OTIS brand campaign in 10 years.

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Pushing the right buttons to reinvent the OTIS brand

Our award-winning campaign for elevator company OTIS built an emotional connection and changed the narrative from being product-led to one focussing on the human stories playing out every day in the humble elevator

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