The campaign we concepted, design and built for InPlace developments gets appreciation from the design community this week. Yep it made it to StrangeFruits…
The site, ‘Life’s a Bounce‘ which showcases properties at Ingress Park, Greenhithe had a tremendous effect on generating overall interest and awareness as well (most importantly) fuelling an increase in overall sales. Within 2 weeks 20 properties had been reserved.
Result for all parties involved.
After a busy few weeks working on this project, ‘The Pier’ is now live and bouncing… It showcases properties at Ingress Park (a new Housing Development by INplace), situated in the beautifully regenerated area of Greenhithe. The website has a pop-up, papercraft look and feel, combining the old with the new, highlighting some of the key features the development has to offer. With Ebbsfleet round the corner and bluewater on your doorstep, this development helps open doors and create opportunities for people from all walks of life – a key differentiator in an over saturated market
The launch party was a great success and although we couldn’t have bouncing space-hoppers scattered around London as part of the guerrilla marketing campaign (mainly for legal reasons…), we were able to sneak it in on the website! Already this campaign has generated plenty of interest and the properties are selling almost as quickly as the ones for Grand Ocean.
BOUNCE!! Move in a different direction
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Two weeks ago we launched Life’s a Bounce: the campaign for INplace’s Ingress Park development, The Pier…
…and in the last 2 weeks they’ve had 11 reservations (of sale) – an outstanding response for such a period, but particularly so because it was turning into such a difficult property to market. For some reason they’d not been able to sell any of the apartments since it opened early on this year… until we turned up 
So why is this and why has our campaign been so effective?
The same reason that our previous project, GO Enjoy, worked so well for them – because it was highly targeted at a creative and strategic level, utilising a cross media approach.
Differentiating the development from the competition was the easy part, the key was in understanding it’s unique value proposition and then aligning and communicating those values with the target market through the correct channels.
Which is why such a campaign has to be creatively lead – it’s the only way to communicate engagingly with key decision makers at an emotive level. Rather than simply listing the rational advantages of the proposition (as per the competition), the creative is developed to chime with who they are – their core needs and daily lifestyles – in a tone that they understand, with a message that actually means something to them. It’s not all about price points and glossy pictures.
And no, sticking a leafy background on your brochure doesn’t mean you’ve tapped into the green aspect of your target demographic, you need to try a little harder on that one. We live in a world saturated with high levels of communication, we’re media savvy and bored/suspicious/apathetic/dulled (choose favoured response) with standard, vanilla communications. If you don’t accurately differentiate your message you’re just being different for the sake of it, and we all know when we’re being bullsh*tted…
Put simply – do your homework, be genuine, and think about what you’re actually trying to communicate, and most importantly who to
The Pier at Ingress Park is an Inplace Housing development (shared with Crest Nicholson) in the beautifully regenerated area around Greenhithe on the south bank of the Thames. Rather than just being another new town, Ingress Park draws upon a landscape steeped in heritage and historical architecture – mixing old and new a thriving community is already starting to develop.
But for some reason these unique properties are struggling to make a real hit on the marketplace. And that’s where we come in. Tasked with increasing visibility, generating footfall and contacts, we’re going to create a tangible buzz around this already exciting development.
With a campaign site launching in a couple of weeks time, a launch party and targeted guerrilla activities all kicking off as well, we’re currently deep, deep in brainstorm territory – just where we like to be. And with the website currently reacting to sound and motion, it’s definitely going to be a campaign with a difference (though for some reason dev keep swearing at me…)
Here’s to getting the same results for the Pier as we did for Grand Ocean – I’ll keep you posted.
