COVID-19 THOUGHT LEADERSHIP
Positioning Unispace during the COVID-19 workplace evolution.
THE
BRIEF
One of the most dramatic changes that COVID-19 has wrought on the world is a mass move to remote working. And now the challenge for offices is how to do business in a socially distanced world. A world where the water cooler is no longer a sanctioned gossip zone, where work drinks aren’t on and where we must stay 1.5 metres from each other but still collaborate.
For the thousands of workplaces looking for guidance, our client Unispace – workplace design and strategy leaders – have the smarts and expertise to guide businesses through this new world.
With the media tuned into the future of workplaces we moved fast to execute a strategic thought leadership campaign where Unispace could share their thinking and position themselves as critical commentators and experts to fellow businesses needing guidance.
THE
APPROACH
Our campaign focused on targeting media across tier one outlets to reach a broad business audience.
Armed with strong interview talent, targeted and timely media materials and rich visual assets, we outreached to more that 100 journalists encompassing a cross-section of media verticals, from business, to property, workplace, legal, HR, health, technology, broadcast, and more.
After witnessing a seismic shift in both the media landscape and the way that journalists operate due to COVID-19, we also conducted a weekly media audit that proved instrumental in identifying proactive and reactive media opportunities for Unispace.
In doing so, we capitalised on current conversations surrounding remote leadership, the digitisation of the workforce, mental health and WFH, cultural and behavioural shifts in the workplace, the death of hot-desking, property in a post-Covid world, the daily commute, and ageism in the workplace, to name but a few.
THE
RESULT
The result was a cross-section of coverage that raised Unispace’s corporate profile and increased brand awareness for global design and workplace strategy firm with a varied suite of clients including ANZ Bank, Optus, Coca Cola, EY and Deloitte – all on Unispace’s 10th anniversary.
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Through this campaign we reached more than 86 million eyeballs and achieved more than 50 pieces of coverage including television and radio.
WE ARE PART OF BASTION
Bastion is a truly integrated, full-service marketing and communications agency founded in 2009. We are Australia’s largest independent agency, with an ambition to achieve the same feat in the USA.
We offer a wide breadth of specialist capabilities across the communications spectrum including market research, brand and creative, advertising, corporate and change communications, PR and social media, digital and customer experience (CX), sponsorship and experiential, film and content production, merchandise, Asia marketing and communications, data analytics and panel management.