Regus

A worldwide 'Wanted!' campaign

 

Background

Regus is the largest provider of flexible, accessible workspaces in the world. Their global network is totally unique in the market, with 1,500 business centres, in 550 cities, across 100 countries – and still growing.

 

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, so an effective ‘localisation’ strategy was vital.

 

Solution

Essentially, this was the biggest 'Wanted' campaign in the world. One that would stand out from anything Regus was currently putting out, yet sit comfortably within the existing brand.

‘We want your space. Join our network’ made for a strikingly bold, straightforward, translatable campaign proposition and tone of voice strategy, communicating Regus’ unique and mutually-beneficial business deal to property owners.

We also delivered, in a very limited time, a full suite of communications for the MIPIM exhibition, including: exhibition stand with interactive touchscreens; an animated infographic series; partner and product brochures, and associated web content.

 

Results

  • Regus exceeded their development target
  • The number of Regus centres around the world was raised to 1,500