Brief:

To raise the profile of a new London lettings brand promoting a ‘new way of renting’ at the former Athletes Village at the Olympic Park – London 2012.

Drive enquiries and occupancy for the Get Living London service proposition, its vision and to highlight how it was different from other rental brands via the unique product offering at East Village.

The desire of the client was to do things differently and not to ‘follow the crowd’.

Solution:

A dynamic and targeted pan media campaign was designed to build awareness of the rental offering at East Village. Media selections ensured a diverse and flexible audience that matched the brand values and ambitions of the client.

Press – Local, Pan-London, contextual placement and messaging which were innovative media firsts for press advertising.

Online – Sophisticated audience profiling across ad networks, targeted publisher buys and niche online placements with tailored messages to correlate with the audience. Targeted e-mail campaigns via Experian and major property portals.

Outdoor – Pan-London dominations across the underground as well as directional outdoor.

Result:

Over £500,000 saved from the rate card in 3 months.

Re-defining and setting a new ‘yardstick’ for online buying. We were the first advertiser to apply a tailored audience profiling model as well as attribution insights to a publisher – direct campaign. This is a method that our global network partner is now adopting across the board for all of its advertisers.

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