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Marketing for theNOW generation


How do you lure potential overseas buyers into investinginagroovy East London development? That was the recentbrief handed to creative agency me&dave (www.me-and-dave.com)bydeveloper, The AitchGroup, and agent DTZ for NOW BOW(www.nowbow.com) to brand a scheme so it appeals not only to domestic purchasers, but also to buyers in Singaporeand Hong Kong, where the product wasabout to be launched. “It’s always achallengefor us to come up


with the right approach for new housing schemes,” explainsMark Davis, Creative Partner at me&dave.“But as we see things alittlebit differently and aim to have alittle bit of fun too, we don’t tick the same clichédboxes as some other companies.” The keywas to capture the moment through the entire life of the campaign. Using the nameNOW BOW, whichis purposely youthful, made the project always immediateand fresh, according to Davis.“I can’t tellyou how many times developers take the conservative approach,and if you do asearch on Google you find there are loadsofotherplaceswith the samenames they’ve recommended.” The modern and timeless namingofNOW BOWisalready payingoff,giving “brand presence”from day one. “People feel they own the development and the brand isn’t diluted.” Davis believesyou can pick up on names


from other sectors, citing Polo as agood example. “The brand exists as acar,mint and fashion brand,but it’s absolutely fine to use it in different areas, whereasyou wouldn’t dream of calling anothercar,mint or shirt aPolo,” adds Davis. Me&dave is also big on developing the language used when marketinghomes. Davis thinks most developers are frightened to move away from what they know,even though things are different now. “If you don’t embrace change, you get left behind,” he says.“Short and sharp names that work as adomain name are important for social networking.Bow is avibrant area smack bang in the middle of the transport triangle servicing the City,Canary Wharf and Stratford, whichisatthe core of the brand. This reinforces East London as the current ‘in’ location.” After getting feedback


fromagents in Singapore, me&dave discoveredthe South East Asian audience has astrong desire to be connected to iconic London. So, the colour red was used, picking


up on iconic objects that scream London: route master buses, post boxes, telephone boxes, and even the uniforms of the guardsmen on the Mall. Aconscious move away from atraditional brochure format was adopted as well, producing an oversizenewspaper format to help the brand stand out and emphasise the direct toneofNOW BOW. “We’re selling London as well as the development, so the dust jacket that wraps around the cover is flooded with pictures of the scheme, local area, iconic London and the three main areas of the capital near the scheme,” concludesDavis.


Please send stories about launches, new campaigns, other marketing and media events or notions to cheryl@elginmedia.com showhouse July 2011 |


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