One of G-Force's partner agencies, M.i. Media were working with Quintain (formally Tipi) to drive an understanding of their “Build to Rent” concept, leasing brand new luxury apartments with all bills included, direct to the customer. Whilst they had a brand awareness challenge, they ultimately had huge targets to meet and needed to fill all their vacant properties. Having invested billions in the apartments, they needed to achieve a step-change in awareness and reservations fast. With the homes being in North London only, M.i. Media knew that OOH would play a key role in talking to the right audience.
The G-Force team were provided with a healthy budget for the campaign, but we knew we had to be particular with the formats and locations we chose, which led to our “precision at scale” approach. We produced a bespoke geo-targeted campaign across London and Wembley's surrounding areas to attract a particular clientele. We then supported the OOH campaign with addressable TV, print, and fully integrated digital.
The campaign commenced in July 2019 and H2 reservations increased by 149% vs. H1. The campaign was a fully integrated, cross-agency effort. G-Force’s extensive OOH knowledge, and added-value buying, bolstered the outstanding planning from M.i. Media to deliver exceptional results for the client.