Title	SPOTLIGHT
Brand	KONICA MINOLTA
Product/Service	WORKPLACE HUB LAUNCH
Category	C01. Live Brand Experience
Entrant	JACK MORTON WORLDWIDE London, UNITED KINGDOM
Idea Creation	JACK MORTON WORLDWIDE London, UNITED KINGDOM
Production	JACK MORTON WORLDWIDE London, UNITED KINGDOM

Name	Company	Position
Caroline Wurfbain	Jack Morton Worldwide	SVP, Client Services Director
Chris Davidson	Jack Morton Worldwide	Business Director
Robin Frosh	Jack Morton Worldwide	Account Manager
Bertie Ager	Jack Morton Worldwide	Creative Strategist
Alan Waldock	Jack Morton Worldwide	Associate Creative director
James Sparkes	Jack Morton Worldwide	Creative Director
Charlie Alzapiedi	Jack Morton Worldwide	Production Manager

The Campaign

We set out to create a global platform that would allow Konica Minolta to engage these audiences and present their new product, as well as their strategic direction for the brand, in a compelling and informative way. The platform was designed to shine a light on an increasingly disrupted world of work, bringing into focus the challenges and opportunities facing businesses today. By looking at the big picture issues that we knew were on our potential customers’ minds, we could begin to position Konica Minolta’s thought leadership and solutions within this broader context.

Creative Execution

Hosted in Berlin, Spotlight Live saw Konica Minolta inviting over 200 press, key customers and employees to full day of brand experience. The purpose of Spotlight Live was to allow Konica Minolta senior executives to unveil Workplace Hub and communicate first-hand the strategic shift the company was undertaking. At the heart of the campaign was an online hub - www.kmspotlight.com - which acted as a repository for campaign content. Over the course of an 8-week run-up to the press launch event, we published articles, films and infographics around a diverse range of topics relating to the future of work, such as artificial intelligence and the psychological benefits of more office plant life.

By focusing on the changing landscape of people, places and practices we positioned Konica Minolta as an authority on the changing nature of work and the role of technology in enabling that change. • 200+ in-person attendees for Spotlight Live in Berlin • #KMSpotlight top trending on Twitter during launch event • 3,000,000 global impressions created • 75 articles published “Spotlight live and the overarching comms campaign that the agency created for Konica Minolta not only surpassed our expectations in terms of results but also marks a very proud and unprecedented moment in our history. It has gone on to inspire all events and campaign activities across Konica Minolta globally. The experience that was created even warranted our global CEO Yamana-san to comment on its success.” - Stacey Sujeebun, Director, Marketing Communications

Our Spotlight campaign idea recognised the fact that Enterprise IT decision makers have significant challenges ahead of them as the technology demands of the workplace change beyond all recognition. So, we created a multi-channel, content-led platform for Konica to address the challenges and opportunities associated with the future workplace. In the pre-launch phase, compelling films, photography, infographics and articles were seeded to influencers, media and potential customers with an integrated social media campaign. This built momentum for Spotlight Live in Berlin; a TED-style event for a global audience attending in-person and online.

We called the platform Spotlight and adopted a PESO (Paid, Earned, Shared and Owned) strategy that enabled us to create a campaign with multiple touchpoints, targeting different audiences with appropriate content and tactics including thought leadership, films, social-media posts and, of course, live experiences. We brought in industry recognised experts, such as Raconteur and YouGov to lend their opinions to Konica Minolta thought pieces, thus providing press with news worthy content. We also ensured that this thinking found its way into the design of the launch experience, a TED-style live event called Spotlight Live.