New homes, familiar streets: reaching the people who already live there.
Targeting
ABC1 office-based professionals, local residents
New residential developments need awareness among a very specific commuter audience, not the general public passing by. Distributing through coffee shops near each site put the message directly into the hands of ABC1 professionals already living and working nearby.
Challenge
Impact in familiar surroundings
New developments often rely on hoardings and signage that blend into the background for the office professionals who walk past daily without registering them.
Why it worked
Messaging in the daily routine
Takeout bags from cafés local to each site reached ABC1 professionals during a genuine daily routine, across three separate locations, Bermondsey, Kingston and Lewisham, allowing hyper-local targeting at each stage of the development pipeline.
More work
