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.
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.
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!