Workplace is Facebook’s collaboration tool that allows colleagues and offices to work together and communicate like never before.
We launched the platform’s largest ever advertising campaign to raise awareness of the offering amongst business decision makers.
Using podcasts, articles and existing audience data, we extensively researched this C-Level business audience to gain valuable insights about their need states.
With this knowledge we tailored messaging to demonstrate how Workplace’s features could benefit them and their organisations.
Initially launching in airports and business lounges (to reach globe-trotting executives) our bold illustrative approach was designed to cut through the mass of stock-photo airport advertising.
Spanning the UK and US, in eight weeks we designed and animated vast numbers of OOH and DOOH executions for Heathrow, London City, JFK, Newark and Atlanta airports.
Part of the campaign also included a complete takeover of the London City Airport work area.
Alongside airport advertising, we also created social and digital display advertising to target business audiences after they’d passed through key airports.
After a successful launch, the campaign continued to roll out to X more US airports and was localised for media in other parts of Europe.