Campaign details

Brand: East Village E20
Agency: Hope&Glory

Summary

A spot of creative thinking and some great media work made a 25-stall Cheese and Wine Festival in East London international news.

The invention of the UK Cheese Carving Championships and the creation of "Brie-oncé " as one of the potential entries went around the world and back again.

It succeeded in driving footfall to property development East Village, E20 and supported the area's landlords, Get Living London, in finding new tenants.

The campaign – which cost no more than £7,000 in fees and costs – attracted 12,000 people to the area through 350 pieces of coverage that reached 90% of our core audience 8 times in a week.

Objectives

East Village E20 is the former Olympic athletes village and has now been turned into London's newest neighbourhood by Get Living London which has converted the site into 2,000 rental properties.