Quiet Storm | Get Living London
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How overcoming misconceptions about living in E20 doubled hot lead registrations.

 

THE CHALLENGE WE FACED

As much as the refurbed athlete’s accommodation in the Olympic Park might seem a great place to live, East Vil­lage E20 had a lot of barriers to overcome to get in the renting consideration set. Stratford was seen as miles from anywhere, and there were fears the location was a building site with little to offer. In the face of better known, more exciting options, our challenge was to establish East Village as London’s new ‘must rent’ area.

 

THE TRUTH WE CELEBRATED

Though look­ing at the tube line might sug­gest Strat­ford really is a long way away, it is actu­ally one of the best con­nec­ted places in Lon­don with loads to do on its doorstep.

 

THE MIND BOMB WE CREATED

For urban pro­fes­sion­als liv­ing an act­ive, busy life, a loc­a­tion that lets them do this to the full is key. So we told them some­thing they would find both sur­pris­ing and com­pel­ling: that whatever you want from Lon­don liv­ing, it’s closer than you think at East Vil­lage E20. Only 10 minutes to Canary Wharf and 20 minutes to Oxford Cir­cus, with amazing facilities just a short walk away…there really is no bet­ter place to live. Break­ing from the ‘soul­less empty room’ norm of prop­erty advert­ising, we then delivered this mes­sage in a dis­tinct­ive, hyper-real (life) style dram­at­ising close­ness with a ‘timeline’ mech­anic that was a dis­tinct­ive and eas­ily rep­lic­able device across all customer touch points.

 

THE EFFECT WE DELIVERED

Com­pared to pre­vi­ous advert­ising, we saw a 24% increase in lead gen­er­a­tion. But more import­antly, these were bet­ter qual­ity leads as well, with a 90% increase in sign-ups and 125% increase in view­ings (some­thing E20 had struggled with previously).