Business & industrial

Event-marketing and advertising expenditures: The differential effects on brand value and company revenue

Research Paper • Lei Liu, Jin Zhang and Hean Tat Keh, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 464-475

Surprisingly little empirical research has examined the effects of event marketing at the company level.

How Purplebricks brought Commisery to the UK's estate agents

Case Study • Matt Wyatt, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Purplebricks, an online estate agent, increased its brand consideration and website traffic by launching a series of TV commercials that showed how an unconventional choice like Purplebricks could save people from 'commisery'.

ITM: ITM Go Fish!

Case Study • Direct Marketing Association - US, Bronze, 2018

ITM, a building supplies co-operative, increased downloads of its new app in New Zealand by launching a VR fishing competition.

Why British Land explored the semiotics of luxury

Article • Brian Carruthers, Event Reports, MRS Luxury Research Conference, September 2018

British Land, the property developers, wanted to shift focus from office space to mixed-use residential buildings targeting Ultra High Net Worth Individuals – and understand what they wanted in a super prime property.

Daiwa House Industry: Nameless chores

Case Study • SABRE Awards, Diamond, APAC, Superior Achievement in Research and Planning, 2018

Daiwa House, a leading house builder in Japan, addressed housework inequality through a combination of home design and a targeted campaign combining surveys, online content and offline events to stimulate a nationwide conversation about "nameless chores".

Paya Lebar Quarter by Lendlease: They Built This City - Revealing the sacrifices by migrant workers in Singapore

Case Study • SABRE Awards, Gold, APAC, Community Relations, 2018

Lendlease, a construction, property and infrastructure company, brought many stories of migrant workers to people in Singapore during the month of Ramadan.

Taj City: Cairo Reimagined

Case Study • Ramy Kandil, Mirna El Saharty, WARC Prize for MENA Strategy, Entrant, 2018

Taj City, a luxury property development in Cairo, used a social-media-based campaign to attract new residents.

Zillow builds out its consumer-insight ambitions

Article • Mary Connors, Event Reports, TMRE in focus, May 2018

Zillow, the online real-estate database, has made significant strides in developing its consumer insights operations.

AP (Thai): The Unusual Football Field

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

AP Thailand, a property development company, increased market share by renovating unused public spaces in Thailand and turning them into useful urban playgrounds.

City of Elmina: The Architects of Elmina – This is how life should be

Case Study • Chan Su Ling, Galen Lau, WARC Awards, Entrant, Effective Content Strategy, 2018

Malaysian wellness township City of Elmina used 'wellness architects' across lifestyle, health and environment in a campaign to boost its profile and sales.

East Village E20: Brie-oncé

Case Study • SABRE Awards, Gold Sabre Award For UK and Ireland (Small Budget), EMEA, 2018

East Village E20, a property development in East London, launched a wine and cheese festival to drive footfall to the property and find new tenants.

Aliseda Inmobiliaria: How kids imagine the house of the future

Case Study • SABRE Awards, Gold Sabre Award For Real Estate and Construction, EMEA, 2018

Aliseda Inmobiliaria, a real estate firm, launched a campaign in Spain to increase its public visibility and improve its positioning in the parent community.

AP (Thailand): 'The Unusual Football Field Project' (Thailand)

Gunn Report • Gunn Media, 2018

Contains the creative for the 'The Unusual Football Field Project' campaign for AP (Thailand) by the agency CJ Worx in Thailand.

PropertyGuru boosts brand equity at no extra cost

News • 22 February 2018

SINGAPORE: PropertyGuru, the Singapore-based real estate site, claims to have increased its media effectiveness by almost one third through the adoption of a continuous measurement approach to brand equity.

AP (Thailand) Property Development: 'The Unusual Football Field Project' (Thailand)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'The Unusual Football Field Project' campaign for AP (Thailand) Property Development by the agency CJ Worx in Thailand.

e-nettet: Return to Sender

Case Study • Direct Marketing Association - US, Runner Up, Business Products and Services, 2017

e-bolighandel, a digital platform where banks, real estate agents and lawyers co-operate on the sale of real estate, convinced lawyers in Denmark to sign up for the solution by sending them return mail showing them the real estate market has moved.

Godrej Emerald: Property Buddy - An Expert. A Friend

Case Study • MMA Smarties, Finalist, India, 2017

Godrej Properties, an Indian real estate brand, reconnected with its target audience by using a Facebook chatbot to act as their personal property expert.

Privileges are now 0 km away from Godrej infinity

Case Study • MMA Smarties, Silver, India, 2017

Godrej Infinity, the Indian residential project, increased leads for its properties through rich media banners on mobile in India.

Godrej Greens: Feel the Greens

Case Study • MMA Smarties, Gold, India, 2017

Godrej Properties, an Indian real estate company, increased interest in its property by creating a livestream on Facebook to bring the experience of a property viewing to its target.

Development Company Brusnika: The Brusnika Effect

Case Study • Jay Chiat Strategic Excellence Awards, Silver, Regional Strategy, 2017

This case study looks at how Brusnika, a Russian construction brand, competed with the leaders of the real estate market in Russia, despite being a young company.

Goodroom.Inc: Break-up insurance

Case Study • SABRE Awards, Gold, Asia-Pacific, 2017

Online lettings agent Goodroom introduced ‘break up insurance’ with a PR campaign to encourage more Japanese couples to live together before marriage.

Hemnet: The House Of Clicks

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how Hemnet, a property search portal, used big data to create the perfect dream home for Swedish buyers and made it available for pre-sale thus cementing its market leadership.

20th Century Fox: X-Men - Apocalypse and Coldwell Banker

Case Study • MAA Worldwide GLOBES, Silver, 2016

This case study explains how American estate agent Coldwell Banker used an X-Men themed campaign to tie-in with a movie release to increase enquiries from people looking to sell their homes.

Narellan Pools: Diving into data for Narellan Pools

Case Study • Luke Brown, Angela Smith and Adam Shar, WARC Media Awards, Grand Prix and Special Award for Data-Driven Insight, Best Use of Data, 2016

This case study shows how Australian swimming pool builder, Narellan Pools, accelerated business growth by using Big Data to target customers at the precise times they were most likely to buy a pool, with creative focused on the "first dive in moment", identified as a powerful motivator in buying.

Narellan Pools: Diving into big data for Narellan Pools

Case Study • Luke Brown, Institute of Practitioners in Advertising, Gold, Best Small Budget, IPA Effectiveness Awards, 2016

This case study shows how Narellan Pools, a pool-building brand, used in-depth data mining to source the main drivers for pool purchasing in Australia and increase its sales.