Tue 7 Oct 2008
August - Off the wall
An unusual development needs an unusual marketing campaign. Cheryl Markosky reports on the ethos behind the The Wallpaper Factory's advertising drive."Advertising may be described as the science of arresting the human intelligence long enough to get money from it." So says Canadian writer and humorist Stephen Leacock.
Leacock's ironic stab at how forgetting what is in people's minds (or forgetting they even have minds) and pandering to the lowest common denominator is endemic in the advertising world. We all know the kind of message that is beaten into us like the stiff thwack of a stern headmaster's cane. Subtly is ignored in favour of that hard-sell message.
However, we all know that underestimating the intelligence of the general public can be a bad mistake. What was once a 'good idea' in that marketing meeting turns into risible cliche because a) it is safe (and too safe is boring), b) it is side-splittingly silly because it is so puerile, and c) well, everyone has seen or heard it before, so why bother?
I think the property industry is particularly guilty of trotting out the same marketing techniques as the housebuilder up the road. And clich? is almost on a par with breathing in this game. If I see one more advertisement for a development with snappy glass and steel towers (they never really look quite like that in reality, do they?) and scary over-dressed smiling people who look like they are on drugs, I will weep with disappointment.
Even worse are those stomach-churning ads with perfect families half-lit by the setting sun strolling merrily down a pristine beach. Where are they and how on earth does this relate to buying a home in Croydon or Woolwich? Surely, we would all feel more comfortable with the slightly grumpier family sheltering from the torrential rain, looking mightily pissed off, but somehow content in that weird British way. Instead of people in glamorous penthouses, how about putting them in lay-bys with flasks of tea?
Clever advertising to get the attention of the right kind of buyers takes a bit more effort, but certainly gets results. Niche developer London Newcastle's recent campaign for The Wallpaper Factory, 24 private apartments in Offord Road, Islington, is a good example of how you don't have to bludgeon someone over the head with supposed chic 'lifestyle' images in order to sell them a property.
London Newcastle's marketing manager Rohan Ames says the campaign focused on "developing awareness and paid particular attention to marketing the residential apartments" - the scheme also has live/work and commercial units. "As with all our developments, we strive to execute an integrated marketing campaign that seamlessly and coherently utilises a range of media in order to communicate with our target audience," he says.
The beauty of this campaign is its starting point: the building stands on the site of the old Cole & Son wallpaper factory. Thus, the inspiration behind the name and the design that lends itself to branding ideas.
According to Peter Allen from DS Emotion based in Clerkenwell, the ad agency behind the campaign: "London Newcastle was keen to connect the site with its heritage and backstory, keeping the idea of legacy and history instead of just building boxes on a brownfield site. A premium and individual brand like Cole & Son ties in well with London Newcastle's positioning as well. We wanted that lived-in feel reflecting that the site was used for something else before."Allen says after getting permission from Cole & Son to use their branding, they incorporated Cole & Son elements into the Wallpaper Factory's two- and three-bedroom apartments starting at £545,000. This also fitted into London Newcastle's ethos of 'adding something extra' to all its projects.
The faade of the building is covered with 'Faience' - glazed terracotta tiles in an original Cole & Son wallpaper design. "This unique design feature is visibly striking, as well as giving the new building a sense of soul - an important idea we had to communicate effectively to our market," points out Ames.
London Newcastle also hired designer Tara Bernard from Target Living to help with the interiors, where Cole & Son wallpaper designs with butterflies were placed in the entrance hall that leads you into a softly landscaped courtyard. The mosaic tiles in the bathrooms reflected Cole & Son wallpaper patterns in opulent tones chosen by Target Living.
"Heritage through to branding, with branding leading to creating - it is all part of the creative interplay," explains Allen.
The trick is not to overdo it - "why have two loads of icing?" asks Allen - because you have to draw the line somewhere. "London Newcastle are arbiters of good taste and all the marketing material had to replicate that."
The hoardings, that often are bland, were printed in wallpaper patterns, which raised awareness rather than slamming out a heavy sales message. "The kind of people who will live there don't want a big advertising billboard outside," Allen astutely observes. "Very subtle branding needs very subtle advertising."
This meant no images of middle-of-the-road couples in tuxedos and gowns drinking champagne on balconies, you will be pleased to hear, which has to be the worst image of property marketing in recent times. "You don't want people to chuck the brochure in the bin the day after they move in - you need a lasting memento," suggests Allen. The brochures were printed on uncoated stock, lending an earthy texture to the materials, replicating a wallpaper samples book.
London Newcastle also rather bravely opted for a slow trickle release, instead of a big bang launch. Research carried out by London Newcastle revealed that the sort of buyer interested in The Wallpaper Factory was socially responsive and community focused. "These homes were not aimed at the investor market. We held units back to attract owner-occupiers and the two blocks were interlinked with the courtyard in the middle to create a sense of community," Allen adds.
The electronic side of marketing plays a part too. A new website currently is being created (www.wallpaperapartments.co.uk) and the copy on the website and all print materials is not too flowery. Everything is led by visuals - "we are not sales-driven, but brand-driven," Allen explains.The fact that London Newcastle is "brand-driven rather than sales-driven" and design-led makes life easier in public relations terms too. Lana Wrightman from Wrightman Battsek PR says: "The company is attracting sophisticated, educated people who know a thing or two about design."
Therefore, Wrightman did not send out press releases to typically cynical journalists. "It was better to wait until the show flat was ready, so they could see the designs themselves. London Newcastle was getting away from minimalist and neutral looks and developing a more individualistic look."
Wrightman says she also promoted the project as part of Barnsbury, Islington's new neighbour. "Like North Kensington, it is more cool to live there than in Notting Hill. The same applies to Barnsbury and Islington."
Because London Newcastle was targeting mainly young professional London buyers, Wrightman placed stories in the Evening Standard, Daily Telegraph's London Property supplement, Conde Nast magazines and design trade publications.
"The case studies are terrific," she adds. "One guy even had his place customised, emphasising how young urban professionals want to live in London today."
Posted by Show House
in Campaign of the Month, DS Emotion, Peter Allen, Rohan Ames, Stephen Leacock, Tara Bernard, Target Living on Tue 7 Oct 2008
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