Campaign details

Brand: Coapt
Brand owner: Coapt
Lead agency: UnitedUs
Country: United Kingdom
Industries: Property & construction
Media channels: Direct marketing, Email marketing, Newspapers, Online display, Outdoor, out-of-home, Packaging & design, Public relations, Social media, Television, Websites & microsites
Budget: Up to 500k

Executive summary

"In all honesty, I think we had lost focus." – Leon Mepham, managing director, Coapt (formerly MTM Property).

Fourteen years into its business, MTM Property had established itself as the leading letting agency in Brighton (UK) with a strong 75% market share of a rentable property in the city under its management. Despite blossoming business and strong landlord relationships, the company found itself at a point where its student tenant relationships had become fragmented and, at its worst, deeply toxic. This was exemplified in the summer of 2017 with a student-led protest outside the company's offices.1