Otis SIGNATURE SERVICE
CONTENT CREATION | BRAND CAMPAIGN | BRANDING | SOCIAL MEDIA
THE CHALLENGE: In 1852, Elisha Otis invented the first safety elevator. When a customer asked what guarantee he had that the system would remain safe his son, Charles, wrote the first maintenance contract—and he signed his name to it.
Fast forward a century-and-a-half and Otis Elevators was competing against a slew of cheaper maintenance competitors and needed to re-establish the trust and value of working with the original elevator brand.
So we stepped in to rewrite and reinvigorate that bold sense of personal commitment that Otis service was founded upon.
THE SOLUTION: Who better to tell this story than the 30,000+ service professionals that are the face of the Otis brand?
We created "Otis Signature Service" in a nod to Charles's first hand-written promise. Along with a crew, I travelled the world—from San Francisco to Shanghai to Paris—collecting photography, interviews and video of how each mechanic puts his or her own personal touch, their own signature, on the service they deliver.
This became an integrated campaign for social and digital, new sub-brand guidelines, sales assets and content pieces sparked new lucrative conversations with customers. Not to mention the pride the internal teams had from seeing their stories broadcast around the world.
