Disrupting the co-working category
By Defiant
OUR CHALLENGE
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Work Life is co-working space that was struggling to grow awareness & market share. In fact WeWork’s awareness was almost x30 that of the Work-Life brand. We realised disruption was not an option, it was a necessity.
WHAT WE FOUND
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Lockdown has changed the way the world viewed work. Focus groups revealed that whilst many liked to increasingly WFH most missed the social aspects of office life. What they didn’t miss, however, where all the terrible and bad bits that make office life a real pain. We realised in a category filled with very generic takes on office life, this was our chance to shake things up and take a stand.
WHAT WE DID
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Our new positioning “We remove the hard work from working happy” helped the brand cut through in the category. This new positioning saw Work Life become the first brand to acknowledge the bad bits of office life and position itself as the perfect antidote to it.
OUR RESULTS
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Grew spontaneous awareness by over 200% in 12 months
Fastest growing brand in the category
Best Q4 sales period in brand’s history
“PARTNERING WITH DEFIANT TO CHALLENGE THE NORMS OF OFFICE LIFE HAS BEEN A GAME CHANGER FOR WORK.LIFE. OUR BOLD, AUTHENTIC APPROACH HAS DRIVEN INCREDIBLE GROWTH”
—
ELLIOT GOULD
CO-FOUNDER, WORK.LIFE
