BRIEF | Community in a Cube is an 82 unit apartment block built on the dockside at Middlehaven. This landmark housing project conformed to the highest environmental standards: zero carbon, biomass boiler and sustainable materials. Designed by FAT Architecture for London based BioRegional and Quintain it was our job to create a brand strategy and marketing plan to increase awareness and sales in the North East.
RESPONSE | We defined the brand essence, personality and target customer into a brand summary document. These nuggets of detail helped us create an advertising campaign that spoke directly to the target audience of singletons aged 25-40 that tapped into their attitude that it was an amazing place to live. This was supported with a tactical marketing plan which included extensive property and lifestyle advertising, PR and collaboration with high profile partners such as Bang & Olufsen and Psyche.
RESULTS | Over 50% occupancy levels in a difficult economic climate where mortgage approvals where at an all time low.
SCOPE OF WORK | Branding | Marketing | PR & Social Media | Events | Media Buying