August 3, 2020

Peabody

Peabody’s integrated campaign breathes life into regeneration project and sells City living dream to core target

The Brief.

To launch and market Peabody’s flagship, mixed-tenure regeneration project, located in the heart of Bow, London E3. Peabody’s primary objective: to provide affordable homeownership options that help as many first-time buyers as possible.    

The Solution.

AUDIENCE MAPPING IS ROUTE TO SUCCESS

The first step was to find out who the audience was, understand them, their lifestyle and habits, then find them.

Using our bespoke audience-mapping software, SpotLight, the findings from the first phase showed that core audience groups included: East End Cool, Canary Wharf & City Workers, and North-East Enders.

Using these results, an integrated campaign was meticulously planned to maximise the effectiveness of the messaging at every touchpoint. The ‘Walk it, Work it, Live it’ campaign, messaging and marketing collateral were continually reviewed and optimised, based on tangible data, to ensure the campaign continued to deliver.

Testimonials

“The Media People’s attention to detail on target audiences, planning and delivery across a range of media channels were a huge contributing factor to the success of this campaign.”

– ANDREW PEGLAU, ASSISTANT DIRECTOR – MARKETING AT PEABODY

95%

OF UNITS SOLD PRIOR TO THE PROJECTS COMPLETION

5,845

LEADS

£38.11

COST PER LEAD

All Nippon Air

To raise brand awareness of All Nippon Airways (ANA) as Japan’s largest and only 5-star airline for their London to Tokyo route and communicate this to potential guests.

  • 800% increase in EMEA routes to japan
  • ANA is growing four times faster internationally than it’s main competitor.
  • 8.2% increase in European passengers since 2018.
  • 5.1% increase in total revenue in the last year

Shared Ownership Week 2023

A decade ago, The Media People identified the remarkable advantages of Shared Ownership.

  • Our Content Was Seen Over 11 Million Times… And Heard Almost 7 Million Times.
  • 18.3 Million Impressions Delivered Offline And Online.
  • 20,000 New Website Visits To Our Shared Ownership Week Website.
  • 22,669 Leads Generated.
  • 553,000 3 Second Video Views.
  • £155,000 Media Investment… With An Additional £46k + Media Value.

Avis

Although the campaign pushed Avis away from the kind of messaging traditionally seen in the sector, it was worth the risk.

  • 17.4% AVERAGE AD RECALL ACROSS THE FIVE MARKETS
  • 185,000 NEW APP USERS
  • 14% BOOST TO BRAND CONSIDERATION
  • 7X INCREASE IN WEB CAR QUOTES IN IN CITIES WHERE THE ADS RAN

Spill the tea with Churchill Living

Following the Churchill Promise Christmas Campaign, we wanted to continue to hear from the Owners of Churchill Retirement Living.

  • 28.5K organic social views
  • 1.2k organic engagement
  • 141% increase in organic website traffic
  • 727k impressions
  • 18k clicks

L&Q PricedIn Case Study

The campaign continued to generate the high levels of leads L&Q had been enjoying but by building a more accurate picture of the target audience it meant those leads were now much more likely to be eligible for Shared Ownership. The process became more time and cost efficient for L&Q.

  • 90% OF APPLICANTS ELIGIBLE FOR SHARED OWNERSHIP