“We briefed Silverback® to come up with a creative idea to feature on our group websites through lockdown. They came up with not only a concept but also a slogan that we could use post-lockdown across all media. The creative copy has really helped to get across to our customers how we, as a company, go above and beyond. We are delighted with the work Silverback® did for us and the customer feedback so far is very positive.” #Troopwork
Managing Director of Lettings
Arun Estates is the largest independent estate agents group in South East England, with over 100 branches operating under 4 different trading brands, including Cubitt & West. When Covid-19 hit, the company wanted to show their support for the community and the NHS; offering low rent near hospitals and no fees on mortgages to NHS workers.
Moving quickly to adapt the way they work to ensure their high level of customer service could remain, allowing property sales, lettings and help with financial services to continue. They approached us to help them come up with a creative campaign that would work across their brand portfolio.
The brief was to create a campaign that was relatable, positive and reflected the times, which visualised their adapted processes and services. After presenting various concepts, we developed the favoured copy led route which was based around the slogan ‘Lean on us.’ to communicate the idea that they are there to support their customers and the community through these tough times. We created a campaign led by the headline ‘Make the new normal exceptional…’.
The creative uses an image of a doormat and different objects associated with it. We wrote the copy and rebuilt the landing page for each brand. This included highlighting key messages such as ‘View 20 homes in 2 hours’ with virtual viewings. Although they share the same look & feel, the graphics and colours change to tie in with each brand.
The concept was well received by customers, getting across the personal service the group offers. The idea, initially intended just for lockdown, is still relevant now, helping differentiate them from their competitors. We even helped the group write a script for a radio ad using the same catchy slogan ‘Lean on us’.