JLL’s new campaign via BLKJ Havas Singapore says there’s no going back to old ways of working

BLKJ Havas Singapore has created this latest campaign for JLL (NYSE: JLL), spanning multiple Asia Pacific markets, which emphasises that “there’s no going back” to outdated methods of improving the bottom line, enhancing employee satisfaction and productivity, and achieving environmental responsibility.

As work practices evolve and new challenges emerge, innovative solutions are essential. JLL highlights real estate as a powerful tool in addressing these modern workplace issues, encouraging potential tenants to partner with them for forward-thinking solutions and a brighter way moving forward.

JLL’s proprietary intelligence research illustrates the 3-30-300 rule, demonstrating that a 10% increase in productivity can yield benefits ten times greater than a 10% reduction in rental costs. Additionally, around 1 in 5 employees believe noise and lack of privacy for virtual calls are barriers to working in the office. These findings highlight the crucial role of selecting the right office space to improve financial performance, employee productivity, and satisfaction.

Despite the rise of remote work, 77% of APAC corporate real estate professionals affirm that the office remains central to their organisation’s long-term strategy. To thrive in this new era, companies must prioritise creating office environments that are accessible and rich in amenities, fostering collaboration, well-being, and productivity. Investing in workplaces that serve employees effectively can unlock significant value and provide a competitive edge.

In light of current workplace challenges, the campaign features a film that humorously critiques outdated workplace settings. The film takes viewers on a museum tour, highlighting issues like noise distractions, erratic temperatures, misleading sustainability practices, and inconvenient access to basic amenities. It demonstrates how these outdated conditions can harm a company’s bottom line, hinder talent retention, and undermine environmental efforts. JLL advocates for modern real estate solutions to overcome these challenges. The campaign is further supported by EDMs, guides, and a dedicated website, all urging businesses to avoid reverting to inadequate office spaces and instead invest in innovative, effective workplace environments.

What sets this campaign apart is its unconventional approach to corporate real estate advertising. By choosing to use humour, the campaign engages the audience and highlights the absurdity of outdated office settings. It also taps into a trending topic to stay topical and relevant. Most importantly, the messaging has been humanised, acknowledging that HR managers, CEOs, and the LinkedIn Business community are all people at the end of the day. This approach ensures the campaign resonates on a personal level, making it more impactful and memorable.

The film has garnered impressive results of more than 27,000 organic views, 1,909,337 paid views, 5.79% engagement rate, and 3.57% clickthrough rate.

Carryn Francis, Marketing Director, Markets Advisory, APAC, JLL, said: “At JLL, our offices embody our research-backed, people-first philosophy. Located near transport hubs and amenities, our spaces cater to diverse employee needs with quiet zones, collaborative areas, and biophilic elements like natural light and greenery. Smart technology for lighting and climate control boosts efficiency. These optimised environments demonstrate the benefits of supportive workplaces – benefits we aim to deliver to our clients.”

“BLKJ Havas collaborated closely with us from the get-go, conducting in-depth interviews with clients and brokers to gather key insights for our campaign. Their unique, human approach towards corporate real estate advertising unconventionally combines humour and topicality, offering a fresh perspective on the challenges organisations face today. By capturing the evolving needs of the modern workforce, their work delivers our message in a relatable, impactful manner while entertaining the business community.”

Fiona Huang, General Manager, BLKJ Havas, said: “Our new campaign takes a refreshingly honest and witty approach to the workplace challenges we all recognise. By humorously spotlighting these outdated issues, we’re highlighting JLL’s innovative solutions that truly okienhance productivity and well-being.

“Yes, we are addressing the business community, and we definitely mean business. But can we also deliver a chuckle while striking a chord with them? Absolutely.

“From gaining insights into the business to taking bold steps with us – moving away from the usual jargon and embracing a more human approach – we’re fortunate to have clients who share this vision. Their trust and active involvement have been essential in nailing it.”