Creating happier, healthier homes with Utopi.
Property & Placemaking
Technology & Innovation
Utopi is an innovative technology platform that enables property owners and operators to improve the ESG performance of their real estate portfolio, while simultaneously creating happier, healthier and more sustainable multi-tenant residential spaces. As specialists in the build-to-rent (BTR) and purpose-built student accommodation (PBSA) sector, we were the perfect agency to help them deliver an engagement campaign that educated residents about all the amazing things Utopi can do.
Our first task was to craft more consumer-friendly brand positioning, messaging and tone of voice.
As the Utopi technology and brand were primarily designed for property owners and operators, our first task was to craft more consumer-friendly brand positioning, messaging and tone of voice.
As part of this process, we spoke to a selection of property managers and residents to get a better understanding of their thoughts and feelings on Utopi, as well as fielding any key questions or concerns we might need to tackle head-on as part of the resident campaign.
It was important the campaign engaged residents across a number of touchpoints.
It was important the campaign engaged residents across a number of touchpoints, so with the brand positioning and messaging nailed down, we set out to develop a suite of marketing assets that could be deployed by any property operator digitally and physically throughout their building.
This included a dedicated microsite, benefits driven explainer video, welcome emails, social posts, QR code stickers for corridors and lifts and posters for other communal areas.
Watch the Utopi video
We evolved the existing brand identity and language to design campaign collateral that was less corporate in feel.
We evolved the existing brand identity and language to design campaign collateral that was less corporate in feel and more impactful for a consumer audience. By taking what was already in the brand guidelines, we ensured the resident campaign still felt consistent with Utopi’s wider communications but pushed it further than it had gone before, highlighting softer colours in the palette and utilising playful shapes.
One of the key objectives of the campaign was to educate residents about Utopi, so we created a dedicated microsite that introduced the technology and explained exactly how it worked, as well as its amazing benefits.
This would act as the landing page for all campaign communications. It was also a chance for us to show off the possibilities of Utopi’s consumer-facing brand and give the client a taster of how it might look online. Take a look at the website here
The resident campaign is being rolled out as we speak and initial feedback from property managers has been very positive. With a host of marketing collateral to capture residents’ attention and a landing page to signpost people to, Utopi has not only made their lives easier but also helped to open people’s eyes to the wonders of smart home technology.