Along with the change of office lifestyle, the competition of office buildings is undergoing tremendous changes. In addition to hardware, section, architectural landmark, the business service content formed by physical space based on office building becomes a major concern of property developers.
CR Land takes complex products as support, takes office building as principal part and takes multi-dimensional resources interaction of China Resources (Holdings) Co., Ltd. as basis. It chose KAI as brand planning undertaker and launched the first office building operation service system Officeasy brand on March 27, 2015. The brand advocates to “enjoy work”, blends daily life into business life by means of high-quality services, and hopes that everyone could enjoy every pleasant moment in work.
Considering that customers have clearly grasped structure of product itself, how to convey the brand concept of “Enjoy Work” to the masses at the firs launch and preliminarily activate atmosphere for Product Release Conference?
Perhaps everyone has such a particular moment. A fixed scene will occur to our mind when hearing a song. What is associated with memory of this scene is exactly individuals’ unique cognition of this song. OE brand hopes that the linkage built on consumer’s cognitive aspects lies in that, when it comes to OE, it actually refers to "working in a relaxed and happy environment". Its essence is related to advocacy of an office lifestyle.
In terms of OE brand proposition “Enjoy Work”, “Enjoyment” is key element of associated brand and creativity. Since it focuses on behavior itself, our planning pinpoints at the following question.
How to reasonably place a behavior equipped with enjoyment element to into office building space?
An influential content enters our vision — Ma Liang’s Mobile Photo Studio. Relying on a big truck loaded with photographic equipment, props and costumes, Ma Liang have taken photos of various people’s exclusive happiness within 8 months in 35 cities.Ma Liang said that happiness was of vital importance. It deserved to be considered as the ultimate goal.
Artist Ma Liang's Team & Mobile Photo Studio production
Thus, we transform “Happy Work” concept into the activities which can be participated and experienced, we move Mobile Photo Studio to the lobby of Shenzhen CR Building, build the traditionally serious office environment into an open and vigorous space, take photos of career dreams for people who working in office building, attentively listen to their unconstrained imagination on happy work and facilitate them to perceive the fun in work.
“Our Dreams of Work Art Project” comes into being.
After thirty days’ preparation, CR Building lobby was arranged to be a Mobile Photo Studio in the whole Art Program. The Art Program used scene, WeChat, MicroBlog and other forms to recruit and attract hundreds of people to sign up .
24 dreamers eventually had been selected to participate in the event
Office staffs of the whole CR Building got involved in the experience of Art Program by means of direct participation or on-site visit and they shared and experienced their own dreams of work in interaction process with artist Ma Liang.
I wish that the lengthy commute could become a pleasant journey imbued with different sceneries and delights.
——Zhang Hua, Bank Customer Manager
I wish to become Hero of Sparta to declare war against all difficulties in work.
——Lin Zhiyu, Taxation Manager
I wish that there exists a library in the office building and I could roam in the sea of books and find another self in parallel time and space.
——Liu Chao / Venture Capital Analyst
I wish to make acquaintance with young people working in the same office building and put my own Love in a Puff on the show.
——Penny Chen/ Tax Consultant
Artist Ma Liang offered guidance to dreamers at the scene
“Our Dreams of Work” Photography Exhibition was held at MixC Atrium and CR Building Lobby in Shenzhen. By means of vivid and fascinating career dreams, the “Enjoy Work” concept realizes in-depth interaction with consumers before Officeasy Brand Release Conference is held.
Office workers viewed exhibition documentary at noon break and actress Pei-Pei Cheng also visited the exhibition
Throughout the whole Art Program, artistic experience occurred at office building space, nationwide participation finally formed exhibited group-based creation and the sharp contrast brought by trans-boundary cooperation arouse extensive concerns. It facilitated the masses to imagine the office trend in the future from a brand-new perspective by means of fascinating experience of role play, that is to say, the inclusive and pleasant space created by OE brand as well as the cozy and pleasant office lifestyle created and advocated by it in complex office buildings.
The whole event facilitated office staffs in CR Building to perceive jubilant work atmosphere after the Lunar New Year, subsequently made use of the scene of Mobile Photo Studio to form the national-wide self-amusement interaction before the Spring Festival. Participants voluntarily posted their experience at circle of friends to form we-media transmission. WeChat official account of CR Land undertook real-time notification and report, which attracted attention, reporting and forwarding of relevant well-known WeChat official accounts and various media, built publicity matrix combining we media and public media. It formed effective public-praise effect of Officeasy targeted to customers groups under the circumstance of non-existence of any advertising putting.
