Knotel Calls Out NY CEOs in First Major Marketing Campaign

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Playful campaign from Duncan Channon takes aim at Spotify, Verizon and Colgate-Palmolive
Knotel Calls Out NY CEOs in First Major Marketing Campaign

Flexible workspace is forecasted to expand to 13 percent of all U.S. office space by 2030 according to a new CBRE report. Unlike traditional players, which provide shared spaces for freelancers and company satellite locations, Knotel delivers private, tailored flexible workspaces for large enterprise clients. The fast-growing company currently operates over 4 million square feet of flexible workspace across more than 200 locations in 15 cities worldwide. 

In its first major campaign called 'Tailor Made', Knotel is playfully calling out the CEOs of companies such as Spotify, Verizon and Colgate-Palmolive with a personalised invitation to check out a virtual workspace Knotel has designed for them. For three weeks beginning Oct 7th, Knotel will drive a personalised billboard by the New York offices of eight companies. Each board will include a link to a customised landing page with a dynamic, 3D model of a metaphorical office tailored to that company’s products and values. The campaign - which brings to life the idea that Knotel is serious about tailoring flexible workspaces for global enterprises - is the first for Knotel by integrated agency Duncan Channon. 

View each of the customised virtual office experiences below:

- Spotify: Daniel Ek

- Verizon: Hans Vestberg 

- Fox: Lachlan Murdoch

- Colgate-Palmolive: Noel R. Wallace 

- Vodafone: Nick Read 

- Discovery: David Zaslav 

- HSBC: Noel Quinn  

- IAC: Joey Levin  

“This campaign underscores what makes Knotel different from the one-size-fits-all office solutions,” said John Kovacevich, executive creative director, Duncan Channon. “They tailor spaces for businesses, from just-getting-started to been-around-the-block. To highlight that, we found an interactive way to do the same with this campaign, using a combo of billboards and a custom online experience that features a 3D workspace models you can explore.”

“A mobile billboard driving by a company’s headquarters with a CEO-specific message is probably the modern equivalent of standing on the sidewalk in a sandwich board. So we gave this idea a tech-assisted twist to drive deeper engagement. The billboards capture attention, but the interactive, tailored 3D workspace models are the heart of the campaign. An offering like Knotel’s deserves a campaign as tailored as one of their workspaces,” added Kovacevich.  

Duncan Channon handled both the creative and media for campaign. Knotel is Duncan Channon’s first integrated client win since acquiring experiential, social and influencer agency A2G earlier this year. Experiential elements of the campaign are planned for 2020. 

“The workspace needs of the world’s biggest businesses are evolving and Knotel is here to make the entire process easy,” said Valentina Rizzati, director of marketing, Knotel. “Clients count on us to not only deliver tailored workspaces that reflect their values and culture but also operational flexibility and capital expenditure savings as their needs or economic conditions change. We’re excited to work with Duncan Channon to launch our first marketing campaign that reinforces our commitment to creating tailored workplace solutions for global enterprise companies.” 

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Client

Client: Knotel

Director of marketing: Valentina Rizzati

Creative director: Lesley Stordahl

Senior manager, demand gen: Dustin Zaloom

Agency

Agency: Duncan Channon

Executive creative director: John Kovacevich

Creative director: Lyla Morrison

Design director: Jennifer Kellogg

Senior designer: Shannon Burns

Senior copywriter: Madeline Lambie

UX/UI designer: J. Moe

3D designer: Phil Grishayev

Account

Account director: Suzanne Montgomery

Account director: Rachel Smutney

Account supervisor: Valerie Nerio

Communications

Director of communications planning: Leslie Diard

Associate director, communications planning: Emily McCormick

Communications planning associate: Olivia Alley

Production

Director of project management: Rosheila Robles

Manager of print production: Shaz Kuerschner

Senior integrated producer: Keenan Hemje

Project manager: Michelle Mirasol

Associate producer: Emily Sarale

Studio designer: Scott Whipple

Strategy

Strategy director: Kelleen Peckham

Brand strategist: Jonah Kaufman

Strategy intern: Katherine Dean

Duncan Channon, 9 months ago