Double glory at PMA 2017!
Monday 24 July 2017
Key came away from the 2017 Property Marketing Awards with two awards from two shortlisted entries, winning Best Marketing Campaign for Residential New Build and Best Digital Marketing Campaign along with our sister agency KOLAB Digital.
Both awards were for work carried out with our client Crest Nicholson South West, for their fantastic PAINTWORKS development in Bristol.
This mixed-use community is famed for being the Creative Quarter of the city and is home to a host of artists and creatives alike.
The stand alone website and social media campaign that Kolab has worked on breaks away from the norm for Crest Nicholson, with the target audience identified early on as being media savvy and always online. The company does not have site-specific websites or social platforms, but the Sales Team recognised this special case and we have been able to maximise returns.
Don't just take our word for it...
Sandra Dixon, Sales & Marketing Director for Crest Nicholson South West said: "For Paintworks, we understood that meeting the specific online expectations of the audience was more important than our standard approach. Our target market are buying into Paintworks, the place and the lifestyle first and foremost and for many first time buyers who don't know who we are as a business, positioning ourselves as more of a consumer or lifestyle brand has made the buying process seem less scary for them."
Sandra continues: "The quality of the visitors that we've welcomed to site is extremely high! Customers thoroughly understand what Paintworks stands for and align themselves to it. Much of this is down to the overall positioning of the scheme, the marketing of the brand and the way we've approached the customer journey. Whether they enter the sales process via outdoor, social media, or the website, the picture and expectation that is painted online is completely met as they finally arrive on site. They have told us first hand that they are impressed by our social and community engagements and they arrive as ready made brand ambassadors, appreciative of the fact that we have kept the original integrity of Paintworks' creative quarter alive."
The brand solution from KEY, was based on an 'anti-brand', whereby the word Paintworks morphed in style so as to be in keeping with the background or media channel. For example the word could be stenciled on brick, painted on wood or stamped onto paper, so reflecting the flexibility and non-conformist outlook of the buyers.