JACK MORTON WORLDWIDE, London / KONICA MINOLTA / 2017
Konica Minolta had a groundbreaking IT management solution - Workplace Hub - to launch to the Enterprise market. However, although the brand was well-respected in the printing sector, they were unknown as an IT services provider. The challenge was to reposition Konica Minolta as an IT solutions partner, build their thought leadership credibility and gain the trust of their new target audience, whilst not compromising their existing printing and imaging businesses.
We were asked to develop brand salience and credibility, positioning Konica Minolta within the IT sector whilst also building strong relationships with an important community of stakeholders that included journalists, analysts, social media influencers, thought leaders and, indeed, potential customers.
Hosted in Berlin, Spotlight Live saw Konica Minolta inviting over 200 press, key customers and employees to full day of brand experience. The purpose of Spotlight Live was to allow Konica Minolta senior executives to unveil Workplace Hub and communicate first-hand the strategic shift the company was undertaking.
At the heart of the campaign was an online hub - www.kmspotlight.com - which acted as a repository for campaign content. Over the course of an 8-week run-up to the press launch event, we published articles, films and infographics around a diverse range of topics relating to the future of work, such as artificial intelligence and the psychological benefits of more office plant life.