Injecting innovation and local pride into the residential sector with Broadside.

Habitus

  • Advertising
  • Branding
  • Digital
  • Digital Marketing
  • Content Marketing
  • Photography
  • Social Media
  • Video
  • 3D Design & CGI

We worked with Habitus to develop a fully integrated marketing campaign for their new residential development, Broadside, located in the heart of Manchester city centre.

Key to this project was conveying the community feel and pioneering spirit that the area is known for – championing the locals and telling real stories of real people that have made this corner of Manchester what it is today.

The challenge

Keen to root the property firmly in Manchester, Habitus wanted to appoint a local agency to deliver a fully integrated marketing campaign that would make their new development one of the most popular and sought-after places to live in the city centre. They needed a strong concept that grabbed people’s attention whilst showing off the building’s many USP’s, and one that filled rooms – fast.

We came on board to devise and deliver a new name, branding, website, residents’ app, social media content, brand partnerships and a stakeholder and resident engagement strategy for the development.

The experience

Our first task was coming up with a name for the development. Something punchy with a strong backstory that was firmly rooted in the local area of New Cross – an unrivalled (but lesser known) city centre location between two of the most popular areas of Manchester, Ancoats and the Northern Quarter.

From our research we found that during the 18th and 19th centuries there were several printers based around the area. New Cross was a thriving part of the city and the production of penny broadsides was a key part of its success – giving the local community access to daily news presented in a song or rhyme, and as the name suggests, costing only a penny.

In naming the Broadside scheme, we wanted to create a title that links back to the heritage of the area and puts New Cross, and the businesses that surround it, back on the map. By embedding the building in Manchester history, the new development feels local – as though it already belongs in the city.

The Broadside brand has a welcoming, inclusive feel – featuring playful illustrations of friendly faces and catchy rhyming copy lines that represent the community Broadside is built on.

A light-hearted tone of voice and photography of real locals make you feel instantly at home, complemented by a bold colour palette and a refined graphic style that reflects Broadside’s innovative, cutting-edge elements.

We then rolled the Broadside brand out across a new website and developed a suite of CGI’s of the one, two and three-bedroom luxury apartments and high-end amenity spaces such as the landscaped rooftop, fitness studio and co-working areas to really bring it all to life.

To generate brand awareness and further emphasise that sense of community, we developed a social campaign that has local people and businesses at its heart. As well as spotlighting the area’s unique history and Broadside’s many USP’s such as the residents’ events programme and pet-friendly policy, the social content features interviews with popular local bars, shops and restaurants like Rudy’s Pizzeria and Se7en Brothers Brewery. We wanted to give them a platform to talk about their businesses whilst enticing residents with all of the exciting places that are right on their doorstep.

Accompanying photography and video of these local people and places features across the website and social media, along with content that showcases the Broadside show flats, with their luxe, bespoke interiors, and ties all of these elements in to create a strong and aspirational lifestyle brand.

We also ran competitions featuring prizes from local businesses, as well as several paid campaigns to drive people to the Broadside website to enquire and book.

We then designed and developed a bespoke app for residents that will enable them to keep up to date with everything that’s happening at Broadside. With a few taps they’ll be able to manage their personal details, log maintenance issues, browse and book events and much more.

An important part of the Broadside brand identity comes from the unique tone of voice we’ve created and this translates across all of our marketing materials. Down-to-earth, charming and connected, Broadside doesn’t just offer luxury homes, it welcomes people in to be part of a community. One that prioritises its residents’ wellbeing whilst supporting local businesses.

The outcome

Broadside is born and bred Mancunian. It’s designed locally, inspired by years of revolution and regeneration and it carries that Northern warmth that all us Mancs do. We’ve successfully established a brand that people recognise, trust, and want to be part of.

Following the campaign launch and after navigating many challenges thrown our way as a result of the COVID-19 pandemic, we had an overwhelming response and show flat viewings were booked up weeks in advance. Within the first two weeks of viewings, 10% of the apartments in Broadside were let thanks to our strong brand and considered social campaign.

With the development due to open in September 2020, we’re thrilled with the reaction we’ve had so far and are confident that the building will be fully occupied by the end of this year.

Results

10%

Let in the first two weeks

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