Schindler: A brand-building campaign for a global giant
Client
Schindler
What we did
Design
Content marketing
Sales enablement
Digital experience
Schindler is a giant of elevator and escalator manufacturing and maintenance. But like all great B2B brands, it needs to continually invest in campaigns that build on its incredible heritage and brand equity – converting it into incremental sales and growth.
The Swiss giant has two great competitive advantages. Its pioneering technology, and its highly trained and trusted global workforce. The Schindler marketing team wanted to showcase these to win both audience share of mind and trust.
So we worked with them to create an emotional, top-of-the funnel brand-building campaign that highlighted the value of the unseen work Schindler people around the world do, and how they leverage pioneering digitally-connected elevator technology.
The campaign hub
A digital hub was the campaign locus – where we wanted prospects (building owners and managers) to spend time. The hub hosted the work-life stories of six very different Schindler team members – in both video and written form. And of course, the hub also gave visitors the option to delve deeper into Schindler’s services and tech – by clicking on the Schindler services campaign brochure we created.
Stories that move
The beating heart of the campaigns were the six short films featuring Schindler team members telling their stories. A few off-camera pre-production interviews helped us get to know the protagonists. We found their stories, created some ideal scripts and storyboards to guide us, then prepared for the shoots. On set, it was a matter of helping the six tell their stories, with the help of our film production partner. The interviews were accompanied by footage of the six protagonists going about their daily work. A campaign video, featuring the highlights of the six stories, also pulled people to the hub.
Attention seeking
“Build it and they will come” – a famous phrase that does not apply in marketing. To bring prospects to the hub from around the world, we created a portfolio of content and adverts for a range of channels – including paid and organic social, print, web, and email. We wanted messages that created intrigue – around the protagonists and the Schindler tech. We also had a laser focus on ensuring the messages would translate across borders.
