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Client

JLL

Project

Brand strategy, Brand Content, Content Production and Advertising

Challenge

JLL is a global property organisation known best for its commercial offering, but one area that needed greater recognition was their rapidly-growing residential arm. JLL asked bandstand to develop a consumer-facing brand campaign which would establish their residential offering in its own right and with a particular focus on the urban market.

Solution

JLL’s recent corporate rebrand sought to humanise the business. For the residential arm, we carried out focus groups, one-on-one interviews and a substantial strategy review to engage key stakeholders, from sales teams to C-suites. This enabled us to unite the business under a common vision and an even more human, customer-focussed tone of voice.

Across press, OOH billboards, digital banners and social media, we devised a playful campaign centred around various urban types which we all know only too well. Our six urbanites included the part-time vegan, the trainer obsessive and the older trend-follower. We ensured our characters were as relatable and recognisable to millennial renters as they were to retired buyers.

While playful, each execution was grounded in facts, reinforcing the research and insight that JLL is famous for. Our hungover gymgoer for example, is accompanied by the statistic that 61% of us are plumping for home workouts.

We devised their residential proposition “Urban living, your way” to establish JLL as the property company that works around your lifestyle and truly understands the urban market, whether you’re a takeaway addict or a wannabe rock star.

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