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Campaign

Marketing Excellence Awards

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Goodman

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CHALLENGE

After a period of acquisitions and rapid growth, Goodman needed to create strong brand awareness amongst UK industrial and office agents, and clearly define its two business divisions – business and logistics parks – now operating under the Goodman brand.

SOLUTION

The target audiences were predominantly male sports lovers aged 25-55. We used this insight to create a unique and memorable campaign themed around the South African Football World Cup. Using direct mail, flyers, branded mini footballs and fixture charts we directed agents to a World Cup-themed microsite. Once online, agents competed in fun interactive games to win feel-good prizes.

Result

Triggering huge interest, the campaign actively engaged over 60% of agents and created a strong buzz and awareness in offices. Engagement was sustained over the campaign period, with 72% of agents returning to the site, and 42% visiting over nine times. Long after the campaign closed, branded footballs remained on many desks – ensuring continued awareness.