THE STORY
A call to arms
Fellowes Brands is a US-headquartered, $900M manufacturer of innovative workplace, home and mobile technology solutions operating in 17 countries worldwide . The brand was looking to redefine their Monitor Arms category (those arms that attach to your desk to support/raise your monitor so you don’t end up like Quasimodo), and increase market share across Europe.
In a crowded market with strong competitor propositions, Fellowes Brands needed to redefine their position in the sector. Luckily, they had a B2B tech agency who was their partner in the challenge – creating a clear strategy to achieve standout differentiation, and a creative campaign that could capture the attention of core, segmented audiences.
THE SOLUTION
Let’s dance
Extensive research into the segmented target audience groups of Office Products (retail) and Contract Furniture (consultancy) gave us the strategic insight to develop a bold new proposition of ‘professional poise’. To bring that positioning to life, we needed a big idea that would turn heads (as well as monitors).
Our idea was ‘Let your productivity flow,’ matching the grace and elegance of a ballerina with the movement of the Monitor Arms. It was a perfect visual metaphor for the sophistication and heightened performance that the arms could help customers achieve in their daily lives.
After a full photo and video shoot and 3D motion production, we created campaign content including videos, paid and organic, website design, display ads and full design guidelines to enable global teams to create print, brochure and events collateral consistently.
THE RESULT
The stage is set for growth
Our concept pushed the category creatively, away from the functional and into the inspirational and aspirational. For a conservative sector, the bold vision enabled Fellowes Brands to achieve standout market awareness, and build clarity of position and consistency in the category around the world. The stage was now set for accelerated growth across key European territories.
Time for an encore…
