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Going local

Housing scheme L&Q needed an authentic, true-to-life-life campaign for Londoners with a big brand feel. Operating on a modest budget, we conducted deep research and employed novel filming techniques to challenge category norms, capturing true London life at street level.

A local problem

Shared ownership helps first-time buyers get on the property ladder in London – but the model is complicated and only open to people who already live in the right boroughs. London property developers L&Q asked Redwood to create a compelling campaign that targeted the right local buyers – an audience that knows its corner of London very well.

A bold new platform

Based on the insight that young Londoners buy into the borough they call home, we developed the Own Your Share platform to tap into that sense of belonging and simultaneously shift the shared ownership category from anonymous new builds to vibrant street scenes.

A guerrilla approach

Agility and authenticity were made possible by extensive on-the-ground research in four distinct London boroughs. We used rock-up casting and run-and-gun filming techniques to feature as many real people and businesses as possible. Smart editing resulted in 23 separate story assets – enough to support targeted media buys on social and a full calendar of ultra-local micro-stories.
 

Own Your Share

"This campaign is going to make me famous!"

Karen Mensah,Assistant Director of Marketing, London

Deptford

Mill Hill