Published 11 Nov 2016
Peabody Wins Best Marketing Campaign at National Housing Awards
Peabody has been awarded Best Marketing Campaign 2016 at the National Housing Awards, for its Upton Village campaign. The award recognises and celebrates excellence in marketing affordable housing products.
About the campaign
Peabody’s integrated ‘Plaistow & Proud’ marketing campaign showcased a brand new development within an existing community whilst highlighting the positive aspects of Plaistow.
The campaign combined traditional and digital channels with the aim of raising awareness of new Shared Ownership and rental homes at Upton Village in Plaistow, East London. The Upton Village brand identity was both aspirational and inclusive, reaffirming the area’s sense of history, community and pride.
Customers were able to learn more about the area through different forms of engaging media, including a bespoke micro site for Upton Village commissioned by Peabody. They could pre-register their interest through this site generating target breaking leads for Peabody.
The judges commended the campaign on its successful understanding of the target market, customer needs and wants.
Sarah Butler, Director of Sales & Marketing said:
“We are thrilled to be recognised by these prestigious awards which highlight some fantastic achievements across the sector. Our market-led approach to the Plaistow & Proud campaign helped us to successfully engage with first-time buyers, resulting in all homes being sold before the building was complete.”
'Plaistow & Proud' is a unique and innovative marketing campaign, with a strong brand identity at its core, effectively communicating with its audience by giving them a taste of the 'Proper East End'. A campaign truly deserving of the Best Marketing Campaign 2016 award.
Peabody was shortlisted in seven categories at this year’s awards and was also highly commended in the ‘Best Large Development’ category for Pembury Circus in Hackney.