Live at the centre of your world: an advertising campaign for Enfield
Our team took a careful approach to editing the brand's character, endowing it with elements and traits of the developer's brand ("responsible", "relevant") and carefully shifting certain accents in line with the change in the psychological profile of the target audience. The change in audience drove a change in positioning.
Enfield now appeared as a symbol of aspirations realised, a space where people do not just dream but make their dreams come true, and the quarter's ready-made infrastructure helps them do so.
What did the advertising campaign turn out like? We share it in the case study.
In 2015, the developer reimagined the comfort-class category by creating a project for a new-generation residential complex in the emerging Murino-Bugry district in the north of St. Petersburg. Enfield, whose brand was developed by the Brandson team, promised its first residents opportunities for sport, socialising and leisure.
Thanks to its infrastructure, Enfield was to become an active source of energy for them, which was reflected in its positioning.
Over 7 years, the St. Petersburg property market has changed significantly, Murino has taken on its present-day look, and Enfield has built the infrastructure it promised. The pandemic changed the role of housing in people's lifestyles, making the emphasis on the living environment even more relevant. The blue ocean was beginning to change colour.
The main goal of the audit was to take stock of the changes affecting the competitive landscape of the property market, the image of the location, the developer's offer, and new trends on the Russian and international markets.
A strategic session, reinforced by a team visit to the residential complex, confirmed that the developer had not only fulfilled but exceeded its promises, creating its own school with teaching in foreign languages.
Seven years into the project, the theme of perceiving housing as an integrated environment had lost its uniqueness. The competitive analysis identified several comfort-class projects in Murino and other districts of the city offering residents a developed, well-thought-out environment. However, careful comparison showed that Enfield's offer had not exhausted its potential for differentiation.
Arsenal's residential complex remained the product leader, with a number of unique features such as a public rooftop terrace, a school with teaching in English, and duplex apartments. But most importantly, Enfield was ahead of its competitors in purely physical terms. Their quarters exist only on paper, whereas Enfield has already delivered everything it promised.
The exterior is almost complete, and the playgrounds and hobby centre can be tried out right now. This difference is especially important for people who follow trends that have already become conventional, choosing modern, progressive but tried-and-tested solutions (in contrast to the trendsetters who moved into Enfield at the dawn of its existence and who are the target of most competitors).
The image of Europe at Enfield is now revealed through orderliness rather than progressiveness; shared time together is defined not by the initiative characteristic of new residents, but by the conditions created by a caring developer: "free" became "open" (absolute freedom is a source of risk for traditionalists), "active" became "energetic" (the former level of proactivity is no longer required of new residents).
The brand's new metaphor ("a European university campus") figuratively conveys its consumer value ("everything you need for a full life just steps from home"), captures the look of the quarter with its sports and education cluster, and is strongly associated with open communication, energy and good neighbourliness. The shift from a British image ("the Northern East End") to a European one was driven by the need to broaden the audience and, accordingly, to appeal to universal stereotypes.
The brand's creative concept is based on the notion of a "circle of comfort" that Enfield creates around its residents.
The change of the project's slogan best illustrates the changes the brand has undergone. "Surround yourself with the real" was how Enfield addressed the "pioneers" willing to take a risk for a new concept of living. "Surrounded by the real" is how Enfield conveys its readiness to provide future residents with the full range of infrastructure from the moment they move in. The original mark combines a defined outline with openness, just as Enfield's environment is both fully formed and open to new solutions and new residents. The mark is balanced and stable, matching the image of an established, successful quarter.
