Urbanova

Their Proposition:

Urbanova is a long-standing, leading real estate developer based in Peru’s capital of Lima, with a diverse portfolio of office, hotel and retail saturated in the Financial District of Las Begonias.

The Opportunity:

Urbanova recognised the opportunity in the market to broaden their traditional office product to offer more flexibility. Via an ongoing relationship with JLL, The Buzz worked with Urbanova and JLL’s Insights team in South America to better understand the flex office marketplace in Lima, what competitors were offering and what the market potential was.

The city of Lima at the time was home to a few core operators, predominantly hot-desking services including the likes of WeWork and local Peruvian brands such as Communal. However there was a growing requirement from Urbanova customers for a much more sophisticated offering in the form of flexible and private suites – one that offered the quality aligned to their traditional leasing portfolio, but benefitted from the vibrancy and community of a coworking space and the flexibility to increase and decrease their footprints as needed. This was an untapped offering within the Lima market and ultimately there was a need for it.

Creating The Buzz:

Utilising the insights and opportunities found in the market, The Buzz worked in collaboration with the Urbanova team to shape a clear proposition that not only leveraged and enhanced the strengths of the existing Urbanova brand and ecosystem of their portfolio, but complimented it and differentiated from other flex operators in the city.

Providing a dedicated Marketing Strategist, Senior Marketing Manager, Senior Brand & Strategy Manager and Creative Director, The Buzz hosted a series of virtual workshops and in-person meetings to define clear objectivity, audience targets, competitor reviews and positioning opportunities.

We supported Urbanova in leading the naming process and methodology for their first flex space, as well as a framework for the identity, marketing strategy, brand guidelines and brand roll-out.

We mapped the various customer journeys to understand the different audiences that would interact with the flex office brand and determine all the brand touchpoints they would encounter, which we then briefed into their local design agency to bring the brand to fruition.

“It was a great pleasure working with The Buzz in the development of Urbanova’s flex solution. The team quickly understood our needs and the Peruvian market, and developed with excellence our brand, positioning, customer journey, and product value proposition.”

Ursula Diez Canseco Brambilla, Marketing Director, Urbanova