what we've done.
Project:
Horton Road Campaign
Client:
Westcorp
Year:
2010
To breathe life into London brand, we gave life to 6 characters. Only 5 survived the campaign, but we sold a lot of condos.
The Challenge
The London condo buildings had been on sale for close to three years. When Westcorp Properties approached ZGM to help revive the London brand, they had been out of market for almost a full 12 months. The challenge for ZGM was to increase awareness of the London brand and focus marketing efforts on specific first-time homebuyers and young professionals to drive traffic to the sales centre.
The Solution
Inspired by the building’s name and the long-running British soap opera Coronation Street, we developed an ongoing radio soap opera based on a series of characters who call London home. Entitled ‘Horton Road’ after the street the sales centre was located on, our soap opera featured over the top characters and off-kilter humour to connect with our target market. These characters and their story were brought to life through print, radio, outdoor, online, Facebook, Twitter and more.
The Results
When ZGM became engaged on this assignment, there had been one sale of a London condo in the entire six months leading up to the campaign. By the time the campaign had finished, 12 units had sold at London and the sales staff saw an increased level of qualified traffic coming through the sales centre.
the team
partners/suppliers