Wembley Park-based property developers Quintain Living wanted to increase awareness and drive consideration for its apartments in Wembley Park as a place to live. Audience segmentation for Quintain Living’s broad audience of affluent, London-based renters aged between 25-50 identified four key segments for the brand. Of those, our campaign needed to target two key segments, ‘Amenities on my Doorstep’ and ‘Culture and Community Seekers’.
To reach this audience effectively, we chose to run activity across OOH and digital on the Uber app. OOH is proven to drive awareness and allowed us to target audiences across London with a higher propensity to be interested in renting in specific London Underground and office buildings that house high-paying businesses. Together with Uber we created an audience of affluent London renters to target on its app, excluding those already renting in Wembley Park as Quintain Living dominates the Wembley Park rental market.
Our brand uplift survey measured unprompted and prompted awareness as well as consideration for both Quintain Living and Wembley Park as a place to live. Prompted awareness grew by 45% against our private rental audience and consideration grew significantly by 54%. Quintain Living was also the only build-to-rent brand mentioned with unprompted awareness.
Our campaign has given the client confidence in OOH as a channel to increase awareness and consideration. The audience insights gained from our brand uplift survey will also fuel future campaign planning.
