Brief:

With the new development located within the Square Mile, the brief was to reach people working in high profile businesses and offices in the immediate vicinity of the development.

Solution:

Adopting a highly targeted multi-platform approach and by combining different available datasets, Adgenda were able to reach the target audience across multiple touch points. 

Print – 4-page full cover wraps of the Financial Times were secured, targeted only to the c-suite corporate subscriptions within the immediate postcodes.  The wrap allowed for high impact creative and branding, as well as large-scale information and content to be conveyed.  More importantly, it only reached the precise target audience within the proximity of the development.

Online – Again using the FT, it was possible to IP-target registered users of specific companies with known offices with the Square Mile.

Premium Office Lift and Lobby digital screens – Placing high-resolution adverts across screens in selected office buildings, therefore reaching large corporates and SMEs.  The screens were in various locations, lobbies, breakout areas and lifts.

Result:

When all of these elements were combined, a comprehensive campaign was achieved – reaching the intended targets throughout the entire duration.

One penthouse sale was directly attributed to the print campaign, and a large uplift in registrations was noted at key times of the day (8-9am, for example) indicating workers were noticing the activity on their way into the office.

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