Regus

Global Property campaign

Background

Regus is the largest provider of flexible, accessible workspace in the world. Their global network is totally unique in the market, with 1500 business centres, in 550 cities, across 100 countries – and still growing.

With the strength, scale and expertise as a global buying power, they have the investment appetite to create the right business opportunities, and meet the demands of business people wherever they are. With over a million customers, and 15,000 more joining every month, Regus’ position in the market, and their grasp of a diverse mobile flexible workforce, is unrivalled.

Challenge

Regus needed a global campaign to communicate its unprecedented, unmissable business proposition to property owners the world over.

More importantly, it wanted to take this offering to MIPIM, the international real estate show for professionals in Cannes, France.

A key consideration from the outset of the project was translatability across each of the 100 countries in which Regus operates. Our research showed that the proposition translated well in many languages, giving us confidence in the strength and simplicity of our lead proposition and its associated messaging, and allowing us to quickly map out an effective global ‘localisation’ strategy.

Solution

Essentially, this was the biggest 'Wanted' campaign in the world, and a Godsend for property owners in a challenging market. We set about creating a campaign that would stand out from anything Regus currently does, yet sit comfortably within the existing brand. And establish how such an unprecedented market opportunity is communicated across the 95 countries Regus operates in.

‘We want your space. Join our network’ made for a strikingly bold, straightforward campaign proposition and tone of voice strategy, communicating Regus’ unique and mutually beneficial business deal to property owners. We delivered, in a very limited time, a full suite of communications for Regus in time for the MIPIM exhibition, including: exhibition stand with interactive touchscreens; animated infographic series; partner, and product brochures, and associated web content.

Result

Regus have exceeded their development target, raising the number of Regus Centres across the globe to 1,500.