Waterman Workspaces
Growing brand awareness in an increasingly competitive co-working category.
Results
The Context
In 2024, with co-working competition intensifying, Waterman engaged us to build a strategy that went beyond short-term results. They had ambitious expansion plans and needed a media strategy that would support their growth, drive measurable brand uplift and convert top of mind awareness into consideration and action.
The Insight
A deep dive into Waterman’s core target audience showed that business owners and senior decision makers generally consume media in bit sized pieces.
We discovered that they spend 34% more time with on-demand video than the average consumer, with 83% tuning in on a typical day.
For time-poor professionals, high-attention environments matter. Every touchpoint had to capture attention, stay sticky, and move consumers through the funnel.
The Solution
Build sustained brand visibility among Melbourne’s business owners and senior decision-makers, driving qualified traffic and centre enquiries by aligning media to key decision windows and catchment areas.
Geo-targeting around existing and upcoming Waterman centres was combined with third-party audience segments, reaching high value audiences through high dwell channels to give Waterman’s USP cut-through against competitors.
Video on Demand led the plan for quality reach and attention, reinforced across every stage of the decision journey. BVOD delivered geofenced, audience-targeted messaging to business owners and SME decision-makers. Cinema kept Waterman front of mind in one of the most attentive environments available. Radio built reach during peak commute windows, while Transit sustained daily visibility across catchments, turning awareness into action.
What the client said
