CASE STUDY: JLL - Gaining Cut Through in a Competitive Market

Provided by AMS Media Group
JLL is a world leading real estate company who wanted to grow awareness of their residential arm.

What was the Challenge / Background of the Campaign?

JLL is a world leading, $multi-billion real estate company known best for its commercial property services. They were also keen to grow awareness and consideration for their residential arm and our challenge was to create an effective media strategy capable of firmly establishing JLL's residential proposition., with a particular focus on city life.

What was the Campaign Objective?

Our focus was placed on targeting both Renters and Buyers living chiefly in Central London with both these audiences segmented further into six urbanite types matching property profiles.

What was the Solution?

We wanted each audience typology to be aware of the JLL residential offering by launching the proposition in a disruptive, premium burst of activity ensuring greater SOV within the selected channels. (For every £1 spend, the total category had historically spent £373, meaning achieving a meaningful cut-through would be critical to our success. We developed an integrated, multi-channel campaign capable of delivering a dominant linear SOV by medium, utilising formats which could best communicate the JLL Residential creative messaging to each audience sub-group.

What were the Results?

Website Traffic +55%, Page Views +44%, Online Sessions +58%, Office Footfall +25%.

What were the Key Learnings of this Campaign?

"We had a tricky brief to deliver in a tricky climate -nevertheless the campaign out-performed on all counts, delivering against marketing and business targets and resulting in a year that surpassed revenue forecasts. This formed the basis for an EMEA-wide roll out of the campaign, achieving similar success in Germany, Portugal and Ireland." Henry Hird, Head of EMEA Residential Marketing

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsWebsite Traffic +55%, Page Views +44%, Online Sessions +58%
25 - 34
35 - 44
45 - 54
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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