Long & Waterson
We turned conventional property marketing on its head to help IGI Group position their new Shoreditch development.
As London’s celebrated creative center, Shoreditch houses pioneering tech, advertising and digital companies that lead the way in their sectors. Our challenge? To elevate the 119 unit condo development, Long & Waterson, to the same world-class standards in desirable living.
Outstanding design and digital knowhow were the obvious starting points, but it was adopting an editorial focus that really made this campaign a success. We immersed ourselves in the area and soaked up what makes Shoreditch unique. From there, we curated content that captured the spirit and attitude of the people that live and work there.
Among the many deliverables was a website that focused on reflecting the stories of the area: from interviews with long-term locals and businesses, to observations from the architects and designers of the buildings. The creative execution was designed to give potential buyers an insight – a tangible feeling – of what it is like to live in this thriving hub of creativity.
Lior Rabinovitz, COO of Izaki Group says:
“It’s deliberately different from traditional property websites and campaigns. Digital is how we really tried to push the brand, to speak to the audience about how their life might be when they are going to live here. When we launched last year, everybody was doubtful because we really were quite different from the other campaigns here. But the numbers just proved themselves and we now have around 50% of our sales coming from digital and social leads.”
Capturing the spirit of Shoreditch