The Broadway

Broadening Horizons the Broadway

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The challenge

Amid the ever-growing gentrification of South West London, we were tasked with persuading potential buyers that Tooting was the ‘next big thing’. With 83 apartments to sell off-plan in an area not known for its new build developments, it was imperative to make potential purchasers (and retailers) believe in the area’s potential.

The solution

Aiming at ‘thirty-somethings’, we emphasised the area’s considerable ‘cool quotient’ and diverse attractions using arresting neon sign imagery. We used a hoarding on one of South London’s main arterial roads and brought these to life with a set of illuminated brand icons which created real stand-out. To sell the local story we introduced Crest Nicholson to the persuasive power of film, with local business people sharing their favourite local hotspots to help sell the Tooting story.

The result

We saw over 800 people through the doors of the marketing suite in the first two days of opening. The majority of these registered after seeing the hoarding. Some 60% of the apartments were sold in the first week, with the remainder being snapped up soon after, which certainly lit up the client’s eyes.

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