CASE STUDY: PROMETHEUS REAL ESTATE
How creative film making raised this developer above its competitors
A creative content update full of savvy and emotion that delivered bang for the budget to help a scale-up US developer scale up its brand.
IN A NUTSHELL
Client
Prometheus Real Estate Group
Services
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Brand campaign
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Content strategy
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Creative direction
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Scriptwriting
Difference
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Getting the brand ready to support business growth.
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A Webby Marketing Award nomination.
2–MINUTE READ
Business was booming for this San Francisco real estate business. Their ambition to create neighbourhoods, not clusters of empty investment properties, had struck a chord.
But Prometheus had grown beyond neighbourhoods to city-wide regeneration and their brand needed a refresh to match their new status and support this new growth phase.
Jackie, the CEO, had a clear vision for the new direction. She wanted to update their brand story and assets to target a wider audience of planning authorities and first-time home owners with elevated but still down-to-earth content.
I was brought in with production studio Dirty South to help her team develop the brief into a coherent content strategy and set of multi-purpose assets to use across everything, including planning applications web pages and social media ads. The centrepiece deliverable was a campaign film to both launch and anchor the reinvigorated brand.
We took their content from compassionate and warm, with a home-crafted, provincial feel, to a grown-up, industry-leading, big-brand place. Here's how...
Campaign film: 'Share the warmth of home'
Prometheus got to where they are through heart and grit. They know a home is both concrete and intangible. In an increasingly divided society, we felt their sensitivity and compassion would play well with a predominantly progressive, young, professional audience – reminding them how much a home really means. Reminding first time buyers that it’s not just the realisation of an ownership goal, but who you are and where you belong. Reminding new families that a home is more than the right number of bedrooms – it’s a place and a feeling to share with others.
Co-creation and daily communication was a must. With Jackie and her marketing director Josh, we workshopped the brand to articulate its essence and ensure the soul of the company remained in focus as we projected it bigger. We delivered a content strategy and production plan to make sure their investment made the biggest possible impact.
The best possible solution was a high-quality production that delivered the new brand look and feel, a ‘hero’ film for their HQ, sales suites, sales decks, home page and social landing pages, plus hundreds of photo and video assets to refresh the rest of their website and social media presence. scaling-up their brand and giving them a pool of content their marketing team could dip into for the duration of their next growth phase.
The result was a distinctive, emotive brand story and digital presence, hard-edged enough to support business growth. Plus some nice peer recognition in the form of a Webby Marketing Award nomination.
