STEELCASE SERIES 1

TitleSTEELCASE SERIES 1
BrandSTEELCASE
Product / ServiceSERIES 1
CategoryE01. Launch / Re-launch
EntrantANALOGFOLK Hong Kong, HONG KONG SAR
Idea Creation ANALOGFOLK Hong Kong, HONG KONG SAR
Production CHIMNEY Singapore, SINGAPORE

Credits

Name Company Position
Chris Ryan AnalogFolk Hong Kong Managing Director & Partner
Harry Llufrio AnalogFolk Hong Kong Executive Creative Director & Partner
Fred Dahlberg AnalogFolk Hong Kong Creative Director
Summer Yang AnalogFolk Hong Kong Strategy Director
Eric Suen AnalogFolk Hong Kong Project Director
Dennys Hess AnalogFolk Hong Kong Associate Creative Director
Sandra Miloda AnalogFolk Hong Kong Senior Designer
Maria Bourke Steelcase Communications Director
Allan Guan Steelcase Digital Communications Leader
Martin Reiher Chimney Group Asia Pacific Director
Kim Wang Chimney Group Asia Pacific Producer
Ola Ohlsson Chimney Group Asia Pacific Editor
Haiha Dang Chimney Group Asia Pacific Motion Graphics

Why is this work relevant for Brand Experience & Activation ?

The Steelcase Series 1 is a highly versatile task-chair that can be delivered in nearly endless color options that were developed especially for the Asian markets. Steelcase wanted to test the efficacy of digital channels, starting with their weakest but highest-potential channel – WeChat.

Background

An initial study and workshops with the client revealed gaps in Steelcase’s customer journey, with digital presence and brand awareness identified as key areas for development. This was particularly the case in China, where digital channels were not being used effectively to convey the brand or to generate leads. The brief was to launch the Series 1 chair in China, using the opportunity as a pilot for future product launches. Objectives: Generate 70k visits, and 70 sales leads Budget: USD160k (USD10k for media) Project Scale and volume: · WeChat site design & tech build (H5 site) · Product video · WeChat paid media plan & buy (7 words) · Printed brochure for sales team leave-behind/showroom take-ones

Describe the creative idea (20% of vote)

The message “Designed to fit - anyone, anywhere and any task” was communicated to appeal to both end-users and ‘choosers’ (both a B2B and B2C audience): On the one hand, the chair is creative, versatile and available in a range of different colors and formats that keep staff happy. On the other hand, it is a chair with a small footprint, specially designed for fast-growing Asian companies with office space challenges. The idea also aligned with Steelcase’s brand promise ‘love how you work’. The experience and communication stayed true to this message, playing on the themes of happiness, creativity, and wellbeing.

Describe the strategy (20% of vote)

The strategy was to run a focused test-and-learn campaign, improving on a Steelcase digital channel considered in most need of improvement (WeChat). The B2B audience was determined as the primary target. Of course, WeChat is considered a consumer channel, but professionals with relevant interest use it regularly. Since the media budget was very challenging, it was dedicated solely to WeChat in-channel advertising. 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.

Describe the execution (30% of vote)

The execution focused largely on a dynamic WeChat presence. This could not be created within the available WeChat templates, so an H5 site connected to Steelcase’s WeChat presence was created. Traffic was driven to a landing page, from which users could explore more through the rich H5 experience. 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 included a video that summed up the chair’s features and benefits nicely with the goal of generating leads. The in-channel advertising needed to achieve 70,000 clicks on a budget of USD10k and drive 100 qualified leads (companies interested in placing large orders). We were given a month to achieve the target. In addition to the WeChat activity, offline integrated communications included brochures that could be used in sales follow-ups and leave-behinds.

List the results (30% of vote)

• The visitor target was exceeded, achieving 73,448 visits during the first month • Project leads arrived from 249 companies, 3.5x the goal. • Company inquiries came from 28 cities, including all first-tier cities in China. • Industry interest was in growth areas such as finance, government, pharmaceutical, technology, insurance and manufacturing • The volume sales target was exceeded by 15%

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