WOTSO, Australia’s leading coworking operator, has executed its first multimedia branding campaign across radio, television, outdoor, retail and print in support of its ‘Work Local’ positioning and growing network of 40 locations.
In the process, WOTSO donated $65,000 to The Kids’ Cancer Project by placing the winning bids at the charity’s Christmas for a Cure Lunch for two comprehensive ad packages generously donated by Ooh! Media and Nine Entertainment.
The campaign ran throughout July, targeting commuters and highlighting the time they could save by working close to home with high-profile billboard advertising on key roads in Sydney, Brisbane, Adelaide, Melbourne and Geelong.
Variations on the same time-saving message – ‘What would you do with an hour back?’ – appeared on retail stands in major shopping centres and busy bus stops near WOTSO locations.
These were supplemented by radio and television advertising in Sydney, where WOTSO operates 19 flexible workspaces – almost 50% of its portfolio, on leading stations 2GB and Channel Nine.
The 2GB radio slots featured live reads by Ben Fordham, host of Sydney’s top rating breakfast show, while on Channel Nine, WOTSO’s 15-30 second television advertisements ran during a range of popular programs including the evening news and A Current Affair.
WOTSO also targeted major corporates and property landlords through a print campaign in the Australian Financial Review.
“It was a fantastic opportunity to support The Kids’ Cancer Project and amplify our Work Local branding which we launched in March,” says Hannah McNulty, WOTSO’s marketing lead.
“Work Local means you get your time back. We want people to imagine what they could do with an extra hour or two every weekday. Go to the gym, walk with a friend, have a swim after work. Literally anything.”
McNulty says the way Australians work is changing. “Work is more flexible than ever – it’s not being in head office every day, nor is it working from home all the time,” she says.
“We are seeing that, for many members, it’s about striking a balance between the two to maximise productivity and lifestyle.”
She says WOTSO has raised more than $300,000 for The Kids’ Cancer Project in the past decade and will once again be supporting its upcoming Better Challenge fundraiser with a special event at North Head in Sydney on Sunday 27th September.
