Lend Lease wanted a whole new approach to the marketing, branding and digital strategy for this development in the heart of Battersea. We were appointed to support this exciting London development site for the client with an integrated marketing strategy and brand development.
There were two key messages which needed to be communicated around the development; sustainability and location. We needed to incorporate both of these messages within the branding and marketing materials and differentiate the development from its rivals. Our creatives were also brought in to rebrand the St John Bosco College, which was relocated here as part of the scheme.
Cobalt Place has fantastic environmental credentials and we built the branding around the forward-thinking concept of ‘green to blue’ which expresses the idea of going beyond sustainability by giving back to the area, its community and the people within. We incorporated the advanced technologies applied to the development throughout the branding and marketing materials for the campaign.
The Battersea location of this project was key to the development and it was vital to create a strong connection to the local area. It was out of this that our concept of ‘perfect pairings’ was formulated. Inspired by the unique pairing of ‘Village&City’ living, unique to Battersea, we translated this to ‘Heart&Soul’ which became a core message behind the campaign.
Lend Lease wanted to differentiate the development against its rivals and generate a pipeline of enquiries and reservations. Our client fully embraced the digital environment for this project and we lead this campaign through social media, specifically Instagram. We created a dedicated Instagram account with a montage of atmospheric images to build a strong connection to the location, inviting the community to add their own pictures of the area by tagging them #heartandsoul to drive engagement. These materials were translated across the more traditional marketing tools such as a wall of images used for the hoarding and brochure materials. We built a fully responsive website to offer a unique user experience and bolstered this with a dedicated Twitter account. Implementation of a MultiTouch system brought the project to life and created an enriched user experience. We have used our knowledge and expertise to optimise social channels to drive engagement for this long term engagement strategy.
Lend Lease aimed to generate 50% off plan sales before construction work was advanced on site. The development has been a huge off-plan selling success.
Our fully integrated approach has resulted in nearly £15 million worth of off plan sales to date. We successfully utilised the experience and knowledge of our teams across the Ferrier Pearce Creative Group to create a highly effective campaign alongside innovative marketing tools.
This is a long term strategy and all our materials have been designed and created with that in mind. The success of Cobalt Place has been ground-breaking for all.
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