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.
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.
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.
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).