One idea to unite a global brand
KONE moves more than two billion people every day across 70 markets. But communicating a business that spans new buildings, modernization and services – each with their own audiences and priorities – was becoming increasingly complicated.
In a category where competitors lean on specs and engineering language, meaningful differentiation was hard to come by.In a category where competitors lean on specs and engineering language, meaningful differentiation was hard to come by.
The answer was already in the name
Inside KONE was ONE. By bringing ONE to the foreground, we created a visual and verbal device that turned a complex portfolio into a single recognizable story.
Elevators and escalators were no longer presented as technical products – they became enablers of movement, access and human connection. The platform positioned KONE as the ONE partner for people, buildings and cities.
ONE was built as a long-term communications system rather than a single campaign. It scaled across brand films, digital, social and service communications – flexible enough to speak to developers, architects, facility managers and cities, consistent enough to hold together across 70 markets.
The launch alone delivered:
8 milj.
million organic
video views
NEARLY
1M
engagements
globally
+567%
Engagement vs.
Channel Averages
+14%
audience growth
in key markets
Beyond the numbers, ONE gave KONE a scalable platform for long-term brand building – unifying communications across business areas and shifting the conversation from what KONE makes to what KONE makes possible.