CASE STUDY
Boxset Basildon
Client: Wrenbridge / Palmer Capital
Studio: Tassell Design
Deliverables
A fresh approach
When considering a new creative project, a useful exercise is to adjust your frame of reference. How would you treat your product if it was a piece of tech? Or perfume? Or an album cover?
Considering how a product would be treated within different industries is a portal to a fresh perspective. This reframing technique works as well for marketing industrial property as it does any other product. A dull shed campaign happens when no-one dares – or cares – to think outside of the box.
One evening I happened to be cogitating upon the marketing campaign for a new three unit logistics development by Wrenbridge and Palmer Capital. As I did so, I watched a particularly good film: Three Billboards Outside Ebbing, Missouri.
The next day I joked to the Tassells studio team, "What if we called this development Three Sheds Outside Basildon, Essex?" (Ho ho ho. Working with me is a laugh a minute, you can tell.)
But wait, our frame of reference had adjusted. What if the development WAS a movie? We began spitballing what a film-themed industrial logistics marketing offering might look like.
The messaging came relatively easily, the language of cinema proving particularly pliable to our purpose. We talked of "square footage", “a big blockbuster”, "cast and crew". Streaming sevices such as Netflix added an extra layer of meaning; things became "on demand", “now streaming” – a handy crossover with Amazon Prime.
We had the kernal of something worth pursuing, yet the project could yet be ankled by its title. Three Sheds Outside Basildon, Essex was a good premise, but we needed a better name for the development, something pithier that would appeal to both client and occupiers.
Then a colleague piped up, “Well, it’s a bit like a Boxset, isn’t it?”
Cut. That’s a wrap.
The design values evoked the latest streaming services.
The brochure reflected the central concept throughout.
The design values evoked the latest streaming services.
Ideation & messaging
Design for the introductory email
The scheme was supported by regular emails
3 units specification email
Design for the introductory email
A great actor* once remarked that an ensemble production** only succeeds when the individual actors "make each other look good". The messaging scripted, the Tassells studio team set to producing a strong brand bolstered by punchy print and web collateral.
Boxset proved a hit with audiences, creating strong recognition with agents and investors. The scheme has been a success for Wrenbridge and Palmer Capital, selling two of the units to Legal & General.
As a final plot twist, Boxset landed a nomination for Best Marketing Campaign: Industrial and Logistics at the Property Marketing Awards 2019. A great vindication for a stellar ensemble project.
*Bill Murray **Ghostbusters
