Client

Barratt Homes has a wide-ranging portfolio, from city-centre apartments to spacious family homes as well as large urban regenerations across Greater London.

Objective

To build awareness of Barratt in London through establishing Barratt as the London developer, and drive sales through an incentive-driven tactical campaign to combat the current difficult market conditions.

Solution

Four developed a campaign around the thought ‘Barratt London – Citywide, Citywise’ to explore the idea that Barratt has developments in all six London tube zones and knows London better than anyone. The campaign showcases iconic London imagery, kicking off with the famous London red buses and black cabs. Headlined with ‘Barratt London – covering the capital from A-Z’ together with the incentive to ‘Live mortgage free until 2010’, the campaign covered press, outdoor, email blasts, hit squads in key London areas, a website, a customer directory magazine and sponsorship of Art London at the Royal Hospital Chelsea.

Result

The campaign launched in the Autumn, and measurement is ongoing, however the first press ad resulted in over 4000 hits on www.barrattlondon.com, excluding direct telephone enquires.