Research-led, creatively delivered campaign for Hunters
At the heart of our third annual campaign with Hunters, the largest estate agency and franchise in the country, lies relevant, emotionally resonant design. This forms the basis of the award-winning work we produce in partnership with their senior team.
In such a crowded marketplace, we plan for success through taking the time to understand the wants, needs and preoccupations of the different types of customers who use Hunters: landlords, vendors and the agents themselves. This includes research into audience behaviour, marketplace trends, creative trends and rigorous competitor benchmarking. When looking at competitors, it’s as much about gauging the reaction of their audience as it is identifying their activity.
We identified a stark difference in the needs of customers between 2019/20 and 2020/21: whereas previously the motivator was to find an estate agent who could sell or rent a property quickly and for maximum perceived value, people now value reassurance, integrity and face-to-face expertise in entrusting an estate agent with a very valuable transaction. What really came through was a resounding need for people to feel uplifted by their interactions with their estate agent.
Based on the findings that came out of our listening and understanding, we developed an emotionally-led creative route to communicate with customers in a way that matters to them. Going back to the heart of Hunters – and traditional values – we found that the people behind the business matter to customers in each locality.
Underpinning the roll-out is clear, positive and reassuring messaging, with bright and playful supporting imagery, which rolls out seamlessly across all of Hunters’ platforms, with video, motion graphics and photography.
Photography played a huge part in the visual delivery of the Hunters campaign, demonstrating the people-focused solutions that Hunters provide. We directed, planned and organised a full photoshoot of their people and customers; alongside a two-day outdoor photoshoot filming on location.
Illustration is a fundamental – and fun – part of the Hunters identity and it is imperative that it always evolves along with photography.
Social Media Assets
Our rich media approach applies to social media, using a variety of formats to engage online audiences with compelling visual and written messages.
Working with the group of digital suppliers that work with Hunters, we co-ordinated digital content campaigns that captured audiences and franchisees, with moving animations, full video content and banner adverts for use across social media and digital platforms.