Berkeley Homes Eastern Counties were launching a new premium property development in Paddock Wood, Kent during lockdown and prior to restrictions being lifted.
With an omni-channel approach targeting multiple audience segments, but with no existing digital assets, and only a pdf brochure and existing designs for traditional channels available, a suite of digital assets was required. Importantly, if the campaign was to drive the best possible results, the creative would need to effectively communicate its premium credentials.
Taking the approach of media and creative working hand in hand, not one coming before the other, we worked closely with Berkeley to produce an omni-channel media plan and creative strategy focusing on pre-launch, launch and post-launch activity.
We ensured that Berkeley’s tight creative budgets were optimised to the digital channels that would allow for maximum reach in the channels while focusing more expensive creative solutions on channels we identified as premium, highest performing and to reach the most engaged audience.
With only a very small window from sign-off to live date, our approach was to focus on how to leverage the media opportunities, number of audiences, and retargeting whilst avoiding any creative fatigue. Focusing on templated designs, this allowed for rapid build that could be achieved with a small budget. Crucially however this would not come at the expense of scalable creative variation.