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.
JLL’s recent corporate rebrand sought to humanise the brand. For residential, we wanted to push that even further. 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.
+58% year-on-year website traffic increase
Our strategic approach led us to devise the external brand 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. We also created a playful “behind the scenes” video of the photoshoot.
"No challenge too big and no difficult stakeholder too wayward, bandstand successfully navigated through the complexity of a dense business structure with a vast array of audience types and the mindset of a gigantic cargo ship with desires to become a jet-ski."Henry Hird, Head of EMEA Residential Marketing, JLL
- Digital advertising
- Print advertising