The way we work and where we work has changed dramatically over the last 20 years. What makes a great workspace is now a conversation that involves a wide range of stakeholders.
From developers, landlords and investors, architects and interior designers, to the end tenants of office buildings – the CEOs, Finance Officers, Estates Managers, IT Directors, HR Managers and the employees themselves.
Philips Lighting asked us to help put them on the radar, by creating and sharing relevant thought-provoking content that would engage with these different audiences.
To start the process and to discover which key topics were driving online discussion, we did a social listening exercise.
This created our blueprint for FutureOffice – a thought leadership platform and online hub dedicated to sharing insights from experts and exploring office trends.
We researched the hot topics with our client and together agreed a content plan, then identified the key messages and stories we wanted to share and the experts we wished to interview, to glean their insights, experience and expertise.
The Point 6 team wrote the article summaries, agreed the interview questions, met with the experts and carried out the interviews, often at the same time art directing photography and filming. This multi-asset approach gave us maximum flexibility when it came to content creation.
As part of the FutureOffice project Point 6 also had the opportunity to create three films featuring Babette Bouman, from Fokkema & Partners, the interior architect of the world’s most sustainable building, The Edge in Amsterdam. She shared some fascinating insights about the project and helped us to understand how the interior design of the building took into account the human perspective and how it answered the client’s brief to create truly flexible workspaces.
Content was used online, as well as activated socially via Twitter and LinkedIn – identified from the social listening as the place to be heard. The content hub will continue to grow over time, with new articles, posts and assets being added each month.
Our client also plans for the content to be localised for different markets, so the Point 6 team produced a short briefing film to be shared internally to simplify the proposition and get the markets on board with the project objectives.
Clive Roach, Director of Digital Social Media B2B Global, Philips Lighting