Create a global launch moment that would make lifts interesting to ‘specifiers’ who are trying to make buildings more appealing to a Millennial audience. Demonstrate that Otis understands Millennials and can create content that appeals to the end user.
Develop a global creative platform which would shift the perception of a lift being just for utility and give Otis a distinct position in a competitive market. Our strategy and creative team came up with the central platform Made to Move You.
A radical departure from anything Otis had done previously, we changed the brand narrative from being product-led to one focussing on the human connections that happen behind an elevator’s closed doors. We then devised a launch event and content plan, starting with a London reveal: an exhibition at the Tate which documented Otis’ rich heritage, as well as the latest connective technology powering the new products.
We also commissioned street poet James Massiah to create a script for an emotive brand film which looked behind the elevator doors and uncovered stories of love, friendship and new beginnings.
More than 150 key customers attended the London launch event, with one of the biggest deals in Otis’ history signed on the night.