Savills are renowned for their research department, who are industry leaders and deliver heavyweight reports that inform international property news and guide the industry. Their property agents also benefit from these insights, but to date the residential property audience hadn’t been presented with the latest findings on the property market in their area. Savills briefed us to bring these market dynamics to homeowners, tenants and landlords, for whom this latest data is invaluable.
‘Your residential property market.
We built the identity for this initiative around a visual metaphor of the residential property market ‘in numbers’. We conceptualised and created ten unique 3D illustrations of the numbers 0 to 9, comprised of various elements representative of the residential property market, both in towns and in the country.
By playing with the scale of the elements in the number illustrations, and introducing Savills brand colours to their backgrounds, we created recognisable, ownable assets to lead this campaign with real charm. Alongside these hero illustrations, clean, sophisticated graphs were designed to present powerful data in a quick, comprehensible way for a time-poor audience online.
We delivered Savills’ local property data for over 60 of their UK offices’ web pages, covering both the sales and lettings markets. Rolled out across press, window, DM, online and email marketing, the campaign’s launch in Autumn 2013 has been fantastic, drawing thousands of visits to the data online. And we’re thrilled to have won the Best Research category at the Property Marketing Awards 2014 for this work. We’re now updating the data & communications twice a year to continue to bring up-to-date stats to the Savills residential audience.
The main aim of this project was to make the work of our research team more accessible to our potential and existing clients, as well as delivering a campaign that was fully integrated across traditional and digital channels. BEAR created a really strong creative concept, using household aspects to create a suite of numbers, which provided a visual link between the data and the property sector. We are really pleased with the campaign and are updating frequently, which is allowing us to build real recognition for the campaign on a long-term basis.
Director, Head of London Marketing, Savills
BEAR + Savills
- Campaign proposition
- Campaign design
- Direct Mail
- Graph & data rollout