We know the people at Blue. They are lovely, helpful, energetic, and everything you would want from a Property Manager. This experience is the message we wanted to get across to the market, but the challenge was cutting through all the other real estate ads that saturate the page with promo that is all slick and no stick.
So we chose the path less travelled and came up with a series of ads that focussed on the client. Each ad profiles a different character getting on with their passion in life, carefree, with the knowledge that their home is looked after by the Blue Property team.
With a personalised feel, the ads emphasise the concept that with the support of the professional team at Blue, all kinds of people (not just property experts) can be in the property market. Blue clients don’t have to worry about the hassle of the day-to-day management of a property portfolio and can get on with what they really want to do.
The press campaign has been backed up with a booklet that demystifies the process of property management for a new client, and we are now working with Blue to follow up the print campaign with a new website optimised to extend a press campaign into the web realm, enhancing the web’s marketing potential.