Distinctiveness through disruptive thinking

U+I

When you think differently from your peers, every piece of communication should make a statement of your distinctiveness.

Formed from a merger of mixed-use developers Development Securities and urban regenerators Cathedral, U+I is a new kind of property company. It voices its opinion, loves art, embraces creativity and does not like putting photos of property in its marketing collateral.

MATTER is a platform for disruptive, thought-provoking ideas. Each edition is centred around a broad theme and highlights the company’s vision, lifting the lid on U+I’s approach to regeneration. The third issue of MATTER was launched as a social media campaign across U+I social channels around the theme of #communityMatters.

Each edition is produced as a limited edition printed broadsheet and published on a dedicated MATTER microsite. The microsite has allowed U+I to broaden the reach of the magazine, gain an insight into readers’ interests through analytics, and drive traffic to U+I’s website and social media channels. A print and online advertising campaign was run concurrently with, and following, launch. The results have been tremendous:

Microsite
Over 2,500 unique users
Over 450 downloads
Average read time of more than 2:30 mins

Social
The twitter poll which asked, “What does community mean to you” resulted in more than 1,500 engagements which is exponentially more than the normal level of engagement for U+I posts.

Email campaign
Open rate of email was around 40% when bounce backs are stripped out. 13% of readers then clicked through to the microsite.

Print version
Demand resulted in additional print run of 500 on top of original 1,000 editions.
Print mail out resulted in 3 new business leads.

Awards
Best Use of a Visual Property, Corporate Content Awards (Silver)
Best Corporate Publication, CorpComms Awards (Highly Commended)
Best Thought Leadership, MPF Awards for Management Excellence (Shortlisted)
Best Brand Campaign, Property Marketing Awards (Shortlisted)

View online edition Issue 3, Community > 

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