Work
R² Factory
Throwing open doors
Digital transformation is notoriously difficult. That’s why the R² Factory was founded. Led by the team responsible for Rolls-Royce’s own successful journey, R² Factory seeks to apply its hard-earned experience to other large industrial organisations facing similar challenges.
We helped launch the R² Factory, developing a compelling narrative to cut through to difficult-to-reach audiences, and creating the content to deliver that message and open the door for further engagement.
The challenge
At its heart, the R² Factory is about collaboration. Its membership model includes access to a dedicated innovation space in central London, staffed by a team of experienced, creative problem-solvers.
When people and place are central to your proposition, how do you showcase that to a broad and dispersed audience? How do you give a taste of the R² Factory experience, and make them care enough to want to learn more?
The work
To persuade customers to open their doors, R² Factory needed to throw open its own. We created a series of videos to showcase R² Factory to the outside world, and spur further engagement.
We created the video content that fed a lead generation campaign among prospective customers, shaping the narrative, then storyboarding, producing and editing each film. This included a teaser film to act as a door opener, an intimate pitch from senior leadership that pushed the right buttons for a broad audience facing a wide range of challenges, and a series of customer testimonials that provide credible proof of the value that R² Factory delivers.
We also supported with the launch event for R² Factory, recording footage to support media relations by the PR team, and editing content from the panel discussion into a series of concise standalone thought leadership videos, providing a bank of content for drip-feeding across social media channels long past the event.
Finally, to aid recruitment, we created a film that goes behind-the-scenes at an R² Factory hackathon, telling the story of one of the employee’s participating in the event. This was carefully storyboarded to achieve its primary purpose – acting as an insight into R² Factory working life for potential recruits – and also as a primer on the R² Factory operating model and how it unlocks value for customers.
The impact
R² Factory has a clear story to tell, and the content it needs to tell it, to its different audiences.
The lead generation campaign is ongoing, enabled by the videos we developed. The launch event was a success, and the social media team now has a bank of video content to drip-feed throughout the year. And R² Factory continues to recruit its “punks, geeks and superfreaks”– the diverse problem-solvers it needs to support digital transformation and culture change for its customers.
