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Creative approach to office real estate

Przemysław Wardęga

Can marketing in office real estate by creative? It surly can! It depends however on some additional factors, like for example whether the company’s corporate culture or agreed strategy allows going the extra mile in searching for implementation of some of the so called “out of the moon” projects. It also certainly depends on the type of company you represent on the real estate market and your target group. Luckily enough, at IMMOFINANZ, one of the biggest office investors in Warsaw, and the owner of the myhive brand, when it comes to creative sprite, the sky is (nearly) the limit. Certainly before kicking off, our marketing and communication plan is discussed on a local level with the Country Manager as well as with PR & Marketing departments in the headquarter in Vienna.

As marketing – even the most creative – shall always support the operative business, we believe that the best projects are those which can be associated with so called direct marketing – where you can connect with your tenant or target group for the “touch and feel” experience. Therefore, in the last years we were organizing among others big city runs, outdoor cinema screenings, football fan zones, big events for real estate agents – during which you could take a tour above Warsaw in a small plane or feel the adrenaline when trying a speed driving on the racetrack.

Also in pandemic times, we found ways to show that we can launch some interesting marketing projects that can relate to some important from our company’s and myhive brand perspective values and goals.

In recent years, IMMOFINANZ in Poland, through myhive, has become known as a bicycle promoter, emphasizing not only the health benefits in its marketing campaigns, but also, in addition to offering free bicycles, providing a wide bicycle infrastructure to its tenants. What’s more also our bicycle promotional campaigns are becoming broader from year to year. This season we have taken the subject even more creatively, through the use of colored tires and placing these bikes in docking stations to create a “tires rainbow” we were subtly emphasizing the important values for our company, such as inclusion and diversity. It is an example of a small change which had a great impact, was recognized in the city and showed that we care.

At myhive, we are also open to new ideas and discovering new directions. The recent one we focused on is art. We have decided to create an art gallery in an “non-obvious” place – exact to say – myhive Warsaw Spire lobby, and called it Art InSpire, to disenchant a certain stereotype and prove once again that buildings like this are much more than just a workplace. This idea was also implemented in order to open ourselves to new target group and general Warsaw inhabitants – who can visit it for free, but until now perceived the tower is inaccessible and mysterious.

Sylwia Ziemacka
Sylwia Ziemacka
Managing DirectorShe has over 15 years of experience in media, communication and public relations. She used to work for several publishers, managing both Polish and international media projects. She specializes in B2B communication and publishing.
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