KONE UltraRope is a unique innovation in elevator technology that enables vision of high-rise buildings and future cities development. This level of innovation is very rare (once in a decade) and this campaign was to launch the technology so that it builds KONE’s brand as innovation leader in their industry. Our other, equally important, target was to provide KONE sales force tools for effective sales process.

The target audience is global with a focus on Asia and Middle-East: real estate owners, developers, builders, consultants and architects involved in high-rise buildings.

The Next Leap was the concept. This describes the leap in innovation and what it enables in high-rise building. The launch campaign was in London during CTBUH 2013 event. Launch material was produced and planned so that it was easy for media to use for editorial purposes.

There was no paid media but the whole launch was based on effective PR-activities. The launch was kept secret. Pre-event was organized for representatives from key press. This pre-event happened in a helicopter exactly 1 km above ground, the same height where the new elevator can reach.

As a result, the media coverage in international and national publications exceeded expectations. Most notably, KONE received plenty of attention also in business media which usually don’t cover elevator industry product launches.

The product launch campaign happened during the CTBUH 2013 event in London, which gathered together the majority of target groups. Video, campaign site, images and other material were prepared for this event. The launch was kept secret until the press event.

Pre-event was organized for representatives from key press. This pre-event happened in a helicopter exactly 1 km above ground, the same height where the new elevator can reach.

The event took just one day, as planned, and the stories and PR visibility started from event day onwards.

In preparing marketing material, one key objective was to develop the material so that it develops the brand image as innovation leader but also work as sales support material for KONE sales force.

Positive and high profile coverage in leading business and industry media outlets, providing KONE with significant global positioning and audience reach:

The campaign secured 215 positive stories in major international and national media outlets including:

• Stories in major international titles such as The Times (8 stories), Financial Times; a full-page feature in The Economist and news packages on CNN, Reuters and Euronews.

• Stories in leading specialist publications reaching the technology, architecture, science and engineering professions. Coverage included New Scientist, Architect’s Journal, World Architecture News, Gizmodo and Despoke.

• Leading elevator and property industry titles such as Skyscraper News, Elevator News, Construction Week, Building Design, Estates Gazette and Blueprint.