Marsh & Parsons

Matching activity to new daily routines for Marsh & Parsons

Over the years, Marsh & Parsons have joyfully differentiated themselves in the property market through the development of their Matching People and Property campaign, putting humanity and humour at the heart of their communications. Up until March 2020, the London Underground had been the bedrock of this campaign, but the onset of the pandemic forced a change in our approach.

With the nation’s commuting habits changing and the pandemic causing a huge disruption to people’s daily routines, we needed to switch our activity to focus on key local neighbourhoods where our target audiences were now spending more time.

Awards for Marsh & Parsons

The Drum OOH Awards – Highly commended for Local Campaign
The Drum OOH Awards – Shortlisted for Best response to change

What we did

After taking a pause on all media due to COVID-19, we confidently returned to OOH advertising in September 2020. With our audiences’ normal daily patterns disrupted, we sought to reach them where they continued to spend time.

What we did

We shifted our London Underground/Central London OOH activity to a neighbourhood focus, in proximity to Marsh & Parsons branches. To gain our audience’s attention, we matched creative to the geographical regions that we were advertising in, as well as aligning media bursts to key calendar points.

What we did

As gyms reopened in April 2021, we prioritised our tongue-in-cheek ‘Impressive Build’ creative, heavily posted our ‘Freehold’ creative in line with the UK’s ‘Freedom Day’ in July and pushed our ‘Love Lane’ creative throughout Pride month.

What we did

Our Euros activity saw the peak of our summer campaign, with new ads created at speed for each stage of the tournament. We hand-selected DOOH sites to carry out our Euros messaging, with a series of creatives commenting on the games, importantly still staying relevant to Marsh & Parsons, keeping the brand in the local consumer’s mind.

We successfully differentiated Marsh & Parsons, evidenced by our quarterly brand tracker showing a 31% increase amongst Londoners who agree with the statement; “They are an estate agent that stands out from the crowd” vs our previous wave in March. Our tracker also showed that M&P reached its highest ever levels of brand awareness in London, and consideration had increased by a massive 76% in London since March 2021.

Finally, our market share grew by 16% between April 2021 and August 2021. This incredible growth was more than backed up in the sales data, as Marsh & Parsons enjoyed their best sales month in the company’s 160-year history for both sales revenue and the number of transactions. In addition to this, August was the company’s best month for lettings since 2019.

  • 76%

    Increase in consideration

  • 16%

    Increase in market share

  • 31%

    Increase in Londoners who agree that M&P stands out of the crowd

Our work

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