Adapting, evolving and driving digital

We created a unique brand and identity and implemented an integrated marketing campaign, which has led to the sale of all townhouses and 2 and 3 bedroom apartments, leaving few one beds left on the market. Our campaign had a strong digital focus, in which we generated creative for our website, digital advertising campaigns and social media. The content included a partnership with property and interiors vlogger Georgina Burnett, as well as two films, one for the larger homes and another for the smaller apartments, which helped bring the homes to life and generate an emotive response from viewers. The content was served to our target audiences promoting the development and encouraging clicks-to-site. Results have been strong, supported by a digital only media approach for over a year. We even saw one of our Facebook leads result in the sale of a four bed townhouse.

Brondesbury Yard is the latest “hidden gem” within Brondesbury Park, consisting of one and two bed Shared Ownership apartments, all with private and communal outdoor spaces. This campaign consisted primarily of digital elements in order to widen the reach to our target audience in a cost-effective manner, with digital activity generating 280 registrations to date and 83 brochure downloads. Response and click-through rates transferred to sales inquiries rather naturally, leaving one unit remaining within a just a few months.

The electric heart of South London BRX launched in March 2019 with great success, with all available plots being reserved on opening weekend. Located in Brixton, next to the famous skate park ‘Brixton Beach’ we had to create a brand that aligned itself with the immediate local area and wider Brixton ensuring we were cool enough to stand out whilst blending in. The brand as well as our wider launch strategy owned the area; the name itself, defining the proposition for the development as central and with strong area presence, from signage as well as an outdoor media campaign. Further down the line once all private sale units had been reserved, a portion of apartments became available through Shared Ownership, therefore Four created SO BRX- a brand to establish these as new campaign whilst also sitting under the BRX umbrella. This was a predominately digital campaign, allowing us to utilise the colourful brand approach by incorporating animation where can could. To tie in with the now famous BRX electric heart logo, we incorporated the strapline “That’s SO BRX- come and share the love”.

As part of a wider campaign to create buzz around Canary Wharf, we used dynamic creative to promote living, eating and shopping within the area. Using videos on a loop and hi-res images with time sensitive targeting in order to best catch our audience, for example, we were able to serve food ads around lunch time and dinner time.

We worked with Chapter luxury student living on an awareness campaign during the build-up for the start of the new university year. This aim of this creative was to provide as much information possible to prospective students in London, therefore we created banners that were essentially microsites. Each banner housed a carousel, a location component and a virtual tour, users are encouraged to swipe through the carousel to view more images of the development, view the location video and interact with the panning room tour. The interaction within the advert was recorded so we could report on the effectiveness and time spent within each component, as well as any leads.

Chelsea Creek ran a ‘one bedroom collection’ campaign, advertising the smaller units within this prestigious London development. We created an instant experience format due to its high levels of engagement where users interact with the content by swiping or clicking through to different sections. With product available to capture, we showcased interiors, resident facilities and lifestyle, enabling a complete digital customer journey and experience. In its first month the campaign saw 15,454 clicks at a cost per click of just £0.14. As part of the launch campaign for ‘The Imperial’ at Chelsea Creek, a St George development, we created rich media assets for the programmatic advertising. Using a series of the strongest CGIs alongside the key USPs, the dynamic creative is an automated carousel and switches frames as the audience view the banner. Targeting affluent and international audiences, we included references to location as well as the luxurious amenities on offer, with the main aim of the creative to drive clicks to site.

CODA is a brand new development of 1, 2 and 3 bedroom contemporary apartments in Battersea, situated on the River Thames and offering enviable views. Social media content and GDN advertising has taken advantage of strong show home imagery that beautifully captures the stunning views on offer at the scheme, successfully capturing over 130 registrations over the first few months of implementation.

Conningbrook Lakes is a new development of over 300 high-quality, contemporary, stylish homes, offering a once in a lifetime opportunity to live within Conningbrook Country Park, a popular family-oriented nature reserve on the outskirts of Ashford, Kent, featuring lakes, ponds, woodland and grassland. The campaign was focused around the lifestyle on offer – living in a unique outdoors environment in great homes and as such digital messaging had to reflect this stand out USP. Facebook activity accounts for almost 50% of all website traffic, while the wider digital campaign that includes GDN and PPC has delivered over 3 million impression so far in 2020.

Limassol Del Mar is a luxury seafront development in Limassol, Cyprus, offering a range of high-end one to six bedroom apartments, penthouses and duplexes with five-star resident facilities. We were appointed to create a brand identity and integrating marketing strategy for the mixed use seafront development and two residential phases, including The Signature Collection, an inspired collaboration with renowned Italian interior designer Gianfranco Ferré Home. Impactful digital banners, takeovers and engaging social media carousels were integral to the campaign, given the international target audiences and the high level of competition in the immediate area. Content has been key, as the development is still in the construction phase, we created aspiration lifestyle films, for the local area and for The Signature Collection partnership. We also brought the brand to life, maximising on impact and engagement.

For the launch of ‘Affinity Tower’ the latest phase at Grand Union, Four created a series of digital banners for a GDN campaign targeting our core audience. Using multiple formats to ensure maximum coverage across webpages, four different banner sizes were designed and built using strong imagery and key messaging. Bold designs and a strong call to action proved to be a great way of getting a potential purchaser’s attention.

Sophisticated City Living is the offer at NOMA, an enviable new City of Westminster address where Maida Vale meets the transformation of Kilburn. Digital presence has been increased from the start of the year with the release of new apartments, with DV360 targeting and social media presence highlighted as key opportunities. The website bounce rate from Instagram stories was particularly impressive at just 51% over the first month (benchmark around 75%) showing the strength of targeting on social and high intent from users clicking through. Just under 700k impressions have been served in 2020 across Google and Facebook & Instagram with nearly 100 conversions in total. Facebook feed video was particularly successful delivering traffic to site at just £0.56 per click.

REZ is a unique development that required bold stand out messaging and creative. Comprising 13 Shared Ownership apartments (1 and 2 bedrooms) built on the top floor of an existing, but newly refurbished building. The development is located off a main road with limited footfall, as a result our strategy relied on digital media to create awareness and drive leads, with over 250 registrations recorded to date in 2020. Our creative stood out, with vibrant colours and clever positioning statements, we are able to connect with the target audience, driving a high level of leads for sales.

As part of the final push for the last remaining apartments at Sovereign Court by St George, we targeted potential buyers using dynamic creative served on DV360 via Celtra. We included an interactive carousel, whereby viewers were prompted and encouraged to manually swipe through the high-quality images to reveal more about the development. The interaction rates (swipes) within the creative were measured and reported, alongside clicks to site, in order to best evaluate the performance of the adverts.

We helped launch the mixed-use development Triptych Bankside by JTRE with an integrated marketing campaign. The programmatic advertising included rich media digital banners, using hero images and key messaging alongside the eye-catching brand paint graphic. The creative allows for each image to be panned across so that all of the picture can be seen clearly across different formats, helping to showcase the panoramic views on offer at the development.

A new build development of family size homes for private sale in Elstead, Water Meadow Place targets a local audience for homes in this historic village. Engaging Instagram stories utilise both local area and product led content, with the use of film vital for engagement. Over 2,000 clicks to site have been recorded since January through Facebook and Instagram at a cost per click of just £0.53. Other creative examples show below show how a little spark of animation can make a static image really come to life.