BRIEF: 

Knight Frank, one of the UK’s leading real estate agencies, needed to deliver their new proposition – Your Partners in Property; to their wide UK audience. With over 127 years in the industry, and being consistently at the top of leader boards in terms of sales figures across its 57 branches, the time was right to shout about these impressive credentials. However, the market was flooded with competitors high profile above-the-line campaigns. We knew a more personal approach of speaking directly to people in the homes they might be looking to sell, could be powerful if we could produce a creative concept that would pique even the most settled of homeowners.

APPROACH:

The creative concept brought this experience and expertise to the forefront, making it stand apart from many of the newer estate agencies options, whilst reminding more seasoned sellers of their track record.

Four page mailers in plain outers, with bold playful headlines and heritage style imagery spoke of professionalism and personality. Each featured bespoke headlines and properties local to the nearest branch. Through our copywriting we brought Knight Frank’s respected tone to the fore whilst speaking directly to the end customer.

We brought the headlines to life with line illustrations, with a sense of whimsy and a nod to their legacy.

“This fresh new design, coupled with our ability to print bespoke messaging for branches across the UK, delivered a nationally consistent look and feel with the effectiveness of a regionally targeted campaign. Helping to ignite conversations around the kitchen islands of the UK.”

Jennifer Bailey, Creative Director

STRATEGIC DATA MAPPING: 

Developing our own data-focussed digital resources has been crucial in enabling us to rapidly and effectively strategise, design, print, and distribute omni-channel mailings to over 180k targeted addresses, across 57 Knight Frank branches. 

Our bespoke data mapping tool creates a detailed demographic overlay of targeted geographical areas. This allows us to drill down through deep layers of audience data and optimise the distribution strategy of omni-channel campaigns.  

DIGITAL CLIENT PLATFORM: 

Dragonfly’s bespoke digital client platform provides our clients with 24/7 access to the very latest versions of their campaign materials. This allows real-time feedback and collaboration right up to sign off. Our printing partners can then instantly access the print ready files, ensuring a seamless end-to-end service from design to distribution, in as little as 24hrs.