Case StudyDouglas & Gordon

2011 Corporate Advertising ‘Extraordinary People’ Campaign

BackgroundDouglas & Gordon are a new breed of estate agent with a rich history and a fierce willingness to break new ground. They are professional, innovative and caring, qualities rarely associated with their profession. They first approached Ideas Factory to update their logo in 1998. Thirteen years and over two thousand separate projects later, our relationship is stronger than ever and we’re proud to retain guardianship of their brand.

By expressing their unique qualitiesthrough their corporate advertising theygain a significant advantage in such a competitive sector.

OverviewAdvertising

The ChallengeIdeas Factory were asked to create an engaging and memorable corporate advertising campaign that reflected the Douglas & Gordon brand values and personality. The brief also required the development and expression of tangible points of difference, reinforcing the considered high level of service that Douglas & Gordon have become renowned for.

The SolutionWith thousands of customer testimonials heralding the ‘Extraordinary People’ that make up Douglas & Gordon, Ideas Factory proposed a rich and fantastical homage. Each month different employees are introduced within a photographic set which exaggerates their real-life hobby or passion. The adverts reference, in a playful way, how the employee pastimes benefit their ability to help Douglas & Gordon customers.

The ResultThe twelve-month, twelve-image campaign appears online and is supported by an average of 50 insertions each month throughout London’s leading property titles. The campaign improves levels of brand awareness and reinforces brands values.

AwardsCream Awards 2011 –Best Press CampaignBest Art Direction

Extraordinary PeoplePippa LeeDance Instructor and Receptionist

We aim to plié

Always under the spotlight at the helm in head offi ce, Pippa is the leading lady on reception. Our people are what make us great, and Pippa is never in a spin, unless it’s a graceful pirouette.

douglasandgordon.com

Extraordinary PeopleCampaign 201101 Dancer

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The Campaign For Douglas & Gordon’s latest ad campaign we chose to focus on their most valuable commodity: their employees. When interviewing the staff, we discovered that what makes them exceptional isn’t their expertise, dedication or professionalism, but the fascinating lives they lead outside the working week.The resulting campaign portrays different staff members in the guise of their alter-egos.

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02 — 06 Behind the scenes

02 Working Mothers SetOctober

03 The Writer’s magical paperApril

04 The Magician’s AssistantNovember

05 The Boxers relax after being painted head to toe in gold.March

06 We shot the same rabbit over 180 times in different positions to make the classroom of furry pupils. February

07 The Boxers

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Fantastical setsWe commissioned hyper-realistic sets and props which were combined to create the narrative backdrop, while Paul Rider’s unique photographic vision brought each character to life in one dramatic image.

Extraordinary PeopleLuke BidwellBoxer and Sales NegotiatorStephen YorkeBoxer and Chairman D&GIM Ltd

Seconds out

With all the hours they spend in the ring these two gentleman boxers have unlimited stamina. Our people are what make us great, and Luke and Stephen fl oat like butterfl ies and sting like bees.

douglasandgordon.com

Extraordinary PeopleGeorge FranksWriter and Sales Director

Chapter and verse

If you needed proof that estate agents can be creative with words, then George is the authority. Our people are what make us great, when it comes to property George wrote the book.

douglasandgordon.com

Extraordinary PeopleAmanda BastinArtist and Lettings Manager Nic PejacsevichArtist and Sales Assistant ManagerJulian JephsonLife Model and Sales Negotiator

It comes easel-y

With an artful palette of skills Nic & Amanda keep the property market in perspective whilst Julian proves he is a model professional. Our people are what make us great, we think you get the picture.

douglasandgordon.com

Extraordinary PeopleLottie LambertBaker / Sailor and Lettings Manager

Recipe for success

Lottie possesses all the ingredients necessary to be a whizz in the kitchen, on the waves and in the offi ce. Our people are what make us great, and with Lottie it’s plain sailing.

douglasandgordon.com

Extraordinary PeopleFrancesca FlavellWimbledon Junior Doubles Quarter-Finalist and Sales Negotiator

Perfect service

You can rely on Francesca to serve up the aces as a former member of the Junior World Top 100. Our people are what make us great, and with Francesca it’s game, set and a perfect match.

douglasandgordon.com

Extraordinary PeopleStephanie NashRabbit Trainer and Lettings Negotiator

Teacher’s pet

When it comes to the crunch you can rely on Stephanie to pass the test. Our people are what make us great, and Stephanie can always be found at the top of the class.

douglasandgordon.com

10 — 15 Final adsFebruary – July

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