As part of their retail strategy, Regus wanted to expanded their boxed proposition into Europe. And do it via strategic partners who'd enable customers to access their products in locations they'd frequent - but not expect to see business products and services. Regus’ aim was to establish a network of specialised satellite locations in France, Germany and Holland, specifically designed for business travellers who need services such as meeting facilities, access to business lounges, WiFi, print and admin. Traditionally, these services are only available at business centres in towns and cities, not in travel hubs and on motorways.
Livewire was instrumental in the development of the retail strategy, product development and execution of this concept. And Regus engaged Livewire again to build the retail display itself, complete with integrated screen to articulate this product proposition. Situated in a busy Shell petrol station on a main motorway route out of Paris (near Janvry), the retail display was built in to the Business Lounge instillation within the station, and aesthetically complemented the lounge. A video explained to passing customers the features and benefits of the Regus Business Lounge, acting as a silent sales person and driving in-store sales. To support the in-store proposition, marketing collateral on site was provided to explain this unique service in more detail.
Livewire designed and manufactured a bespoke retail display unit, screen and storage for products. To bring the display to life, Livewire’s studio created two videos. The first utilised CGI graphics and animation designed to work as a promotional piece prior to the launch of the lounge. On completion of the finished area, Livewire updated the video using real footage shot on site, combining it with aspects of the animation. Marketing collateral was produced by Livewire including flags, pump toppers and posters throughout the site itself.
Livewire turned around both videos within a very short time frame. We also provided dual language versions for internal promotional use in Regus, as well as customer-facing in the Janvry site. The retail display and video really helped to explain the proposition in-store, and on site marketing collateral assisted with gaining customer interest. The Janvry site experienced a high level of usage from both existing and new customers travelling through France.