Describe the creative idea

The Steelcase Series 1 is a highly versatile task-chair that can be delivered in nearly endless color options. To convey flexibility in use along with the comfort of the chair, all communications were built around the message “Designed to fit. Anyone. Anywhere. Any task.” To strengthen the message of flexibility and intuitive adjustments for any person and any task an original soundtrack for the film was created using a very special instrument – the chair itself. By tapping on the frame, recording adjustments of armrests, backrest, and height, the music not only brings flow to the film but also subtly enhances the message of the ease of use and Steelcase's brand promise 'Love How You Work'.

Describe the execution

The execution-focused largely on a dynamic WeChat presence. This could not be done within the available WeChat templates, so an H5 site connected to Steelcase’s WeChat presence was created, with prominence given to the product launch on the landing page. The experience was designed to introduce the chair as one might do in a conversation, introducing its versatility in colors and format and then taking the audience to detailed specifications. It also included a video that summed up the chair’s features and benefits. Targeting within WeChat is limited. Consequently, to arrive at the closest ‘proxy’ for the audience, cities in which fastest-growing industry sectors are presently were selected, with individuals that are university-educated, of working age, who were interested in commercial real estate, interior design, recruiting and employment were targeted. Offline integrated communications included brochures that could be used in sales follow-ups, leave-behinds or in-showroom take-ones.