Land Securities

Land Securities

Campaign ID

The 'who's Andy' campaign was born as a tactical extension to the overall 'development' campaign of 'Letlifeunfold.com' at Princesshay, Exeter. We were asked to create an identity to support our 'character' actor (Andy) as he lives for a week in a ground floor, shop-front/apartment. The idea being that 'Andy' could be anyone who moves into one of the apartments at Princesshay and enjoys the life style that the location and apartments offer.

PR Coverage

Web, film, radio, TV and newspaper coverage ensured compelling story-lines were generated and high interest in the development was generated and sales delivered.

ATM

Branded ATM machines around Exeter city centre helped to raise awareness of the campaign.

Advertising

Adshelters, ATM, street theatre and traditional methods were employed to great effect to promote the development.

Experiential

A cross between 'big brother' and Gok Wan – whereby the public were able to control what 'Andy' did during the week, via facebook, microsite and blog. On site copywriters would script his daily actions, for 7 days, all based in a 'fishbowl apartment' in the middle of a busy shopping centre in the middle of Exeter.