Brief:

To build awareness to the high end business and financial market in the UK, primarily in London. An element of the campaign also needed to be steered towards the International market heading in and out of London.

KPI’s were based on overall web traffic and awareness within the industry, across the commercial and residential property sector, in the wider business market and to direct JLL clients.

Solution:

National Press – Premium positioning and cost effective advert formats were selected in order to make the budget go further without it affecting the positioning, which was key for the brand and its statement. Media selection in the Business and Money sections of the Sunday Times and Financial Times ensured that the JLL brand was placed in front of two of the highest demographics in terms of print readerships.

Pan-London Press – In a highly competitive, yet core target market, the key here was to gain Pan-London coverage without using excessive budget whilst ensuring audience relevancy. Prime positions such as the front page strips and early full pages were taken in City AM, again weighted around the key events.

Online – Demographic targeting was used across desktop, tablet and mobile to reach the target audience at scale and relevancy. High impact executions such as home page Takeovers were used to create standouts on key dates. Use of the City AM newsletter enabled the JLL brand to be positioned against native content, bringing context to the user while creating an ideal brand alignment.

Outdoor – Working to a limited budget, the task was to create impact and frequency to key audiences. Full taxi liveries formed the first burst of outdoor activity, running over 3 months and being used for regular arranged client pick up’s and JLL events. A ‘Landmark’ panel at Bank station, positioned above the entrance to the Central Line created impact and worked in tandem with the other Financial, City based media. The campaign was extended out to the International market through digital dominations across London City Airport.

Result:

Over £390,000 saved from rate card in the space of the 3 month campaign – this equalled a 60% saving.

Over £20,000 of added value.

Significant up-lift in web traffic during the campaign.

Positive feedback from industry partners.

JLL clients complimented the impact of the media campaign, particularly the use of prominent press positions and use of outdoor.

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