What 'Under Offer' was really about
Real Impact Productions have been granted unrestricted access to a leading West London Estate Agent.... Or that was how we wanted it to be seen by
press and public alike.
In fact we had been commissioned by Douglas and Gordon, a leading estate agency chain in West London to highlight the training their staff
received in comparison with their competitors, and the differentials in service and quality this resulted in.
An important but difficult message to get across to a mass audience, so both parties agreed humour was the ideal mechanism and viral marketing the ideal medium to spread the word
‘Under Offer’ was born in October 2011 and unleashed onto You Tube.
Our viral expert seeded the video in a variety of trade and public websites and waited for views to start climbing.
We had to make sure that both public and press believed in it which meant we went as far as planting one of the 'fake' estate agents on the D & G website with photo and email address. It worked! The Mail on Sunday wrote 'Mr. Turner was unavailable for comment'. Three weeks of continuous press coverage in Broadsheets and Red Tops followed with stories appearing every month in public and trade papers and web sites as well. To date, 4 months later the campaign has garnered over 120,000 viewings.
This 'Mockumentary' viral campaign could only be carried off by an estate agent who had complete confidence in the professionalism of their staff and a brand that was both solid but quirky. Douglas and Gordon have always been known for unusual marketing campaigns and this had never been tried in the property industry before.
For more information about viral marketing and how to build your viral campaign and strategy contact us.
See some of the press cuttings from various UK newspapers.