Occu Open Day Campaign

strategy | naming & positioning | identity | social campaign

We were approached to help develop the brand strategy for a new build–to–rent offer in Dublin. Working closely with the key partners, we generated the brand strategy, name, brand proposition, identity and tone of voice. As part of the initial launch, we built a holding website that introduces the first development at Fairway, Dún Laoghaire, along with a social media campaign to promote the open day.

OCCU LOGO

Finding the right name

We needed a name that would support the vision of setting the standard for a new generation of renting: smarter, benefit–focused and centred around the real needs of residents. It needed to be simple, modern and professional whilst also being easy to say and sit well alongside individual development names. ‘Occu’ gave us everything we needed  – a soft sound with confidence, which plays on the word occupy while placing the emphasis on ‘you’.  

BRAND MISSION
  • OCCU WEBSITE

  • OCCU WEBSITE

  • OCCU WEBSITE

  • OCCU WEBSITE

OCCU EMAIL ALERT

All you have to do is move in

To engage with potential residents, our campaign had four key objectives: to create awareness of a brand new concept in Ireland, to establish credibility as a high–quality service, to position Occu as a category leader in the rental sector and to drive people to the website to enquire. ‘All you have to do is move in’ became was the central campaign idea, we focused on demonstrating the onsite benefits and the ease of living with Occu.

CAMPAIGN CRITERIA
OCCU SAMPLE SOCIAL POSTS
OCCU DAFT HOMEPAGE TAKEOVER
INSTAGRAM PREPOPULATION
DAFT RESULTS

Social Numbers

The campaign targeted a wide age group based on interests, lifestyle and life stage and ran across Facebook/Instagram, LinkedIn and Twitter for the two weeks leading up to the Open Day weekend. Adverts ran across Daft.ie for the month of August, along with a full homepage takeover.

FACEBOOK RESULTS
TWITTER RESULTS
  • OCCU FAIRWAY OPEN DAY FLOORPLANS

  • OCCU FAIRWAY OPEN DAY FLOORPLANS

  • OCCU FAIRWAY OPEN DAY FLOORPLANS

  • OCCU FAIRWAY OPEN DAY FLOORPLANS

OCCU FAIRWAY OPEN DAY BROCHURE
OCCU FAIRWAY OPEN DAY BROCHURE

The results

The campaign ran for the month of August with three open days taking place the last weekend in August. We’re pleased to say that the interest was huge and within 3 weeks the first 59 apartments were leased (5 times more than the client would normally expect for a prelaunch let). The rest of the apartments (214 in total) will be available for viewing and renting over the next few months in line with a full website and launch campaign. Keep an eye out!

SOFT LAUNCH RESULTS