OTIS SIGNATURE SERVICE // SUB BRANDING & INTEGRATED CAMPAIGN
the ask
Reposition and relaunch the maintenance business for Otis Elevator Company.
the challenge
Although Otis had invented elevator maintenance, competitors were catching up and customers weren’t convinced that Otis was worth the price. To maintain market share, they needed a strong identity and positioning that motivated sales teams, resonated with customers, and made mechanics proud.
the idea
Signature Service
In 1861, Charles Otis handwrote the first service contract and he signed his name to it. We brought back that spirit of personalized service, creating a campaign that celebrated the dedicated Otis mechanics who keep the world moving.
From naming to positioning, messaging and a full integrated launch campaign, we brought character back to Otis customer service.
For the campaign centerpiece, we shot a manifesto film featuring Otis mechanics in Paris, San Francisco and Shanghai.
We carved out a unique look and feel for the Signature Service sub brand that fit within the master brand but accentuated the grit and authenticity of the trade. We used that to build out a suite of original photography, marketing assets and storytelling content to be used across web, social, tradeshows and sales enablement.
