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Going local

Housing scheme L&Q needed an authentic, real-life campaign for Londoners with a big brand feel. Own Your Share capitalised on a modest budget to challenge category norms, capturing true London living 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 who know their corner of London very well indeed. All for a budget of just 80K.

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 spawned 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