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David Lloyd Leisure

Helping Marsh & Parsons win London over with quality and personality.

With economic uncertainty impacting the property market, estate agents face a fight to secure every single listing. In this highly competitive and crowded environment, we needed to help London-based agent Marsh & Parsons cut through and differentiate from their competitors to win new clients and defend their market share.

Drum OOH Awards Winner - Small budget/local campaign
DMA Awards Bronze Winner - Best Integrated campaign
DMA Awards Bronze Winner - Best Acquisition campaign
DMA Awards Bronze Winner - Best OOH campaign

What we did

To build fame and familiarity while showcasing Marsh & Parsons’ new playful creative, we executed cross-track OOH formats in key London Underground stations and rail termini to capture those commuting into central London from across the South East, maximising reach against our target market.

What we did

Cross-track placements were essential to giving our London audience time to absorb the creative messaging and a get a sense of the brand humour and expertise. With careful allocation of budget, we were able to run regular bursts throughout the year, cementing Marsh & Parson’s authority as a London expert throughout the capital’s major network with an always-on presence.

What we did

Supporting activity in the Evening Standard delivered impact, dwell time and frequency with London commuters in a quality environment that was a natural fit with the brand’s positioning. Working in tandem, this ensured strong coverage along the key commuter routes for our catchment areas.

The campaign created a distinctive character for the brand, delivering a 13% increase in brand awareness during the activity, with 33% more ‘home movers in London and the South East’ agreeing that the brand stands out from the crowd.

Most impressively, Marsh & Parsons have grown their market share by 17% since the start of 2019. This has seen them jump from the 7th largest estate agent in their competitor set to 4th, making them a standout success story in a challenging market.

  • 17%

    Increase in market share

  • 13%

    Increase in brand awareness

We wanted a campaign that made us feel human and approachable in a market that can often be stereotyped as the opposite of that. Our cross-channel media plan with a newsbrand at its heart allowed us to showcase our suite of fantastic creative in a powerful and engaging way, driving exceptional results for our business. Marcus Flacks, Marketing Director, Marsh & Parsons

Our Work

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