6 September 2019
Peabody and Hill were the winners of the Best Marketing Campaign award at the National Housing Awards 2019 for their campaign for Fish Island Village.
Fish Island Village, a partnership by Peabody and Hill, is a vibrant canal-side community set in the heart of Hackney Wick, East London, providing 580 new homes in a mix of private, shared ownership and affordable rent. These one, two, and three-bedroom homes stand out from the crowd whilst remaining accessible to first-time buyers, with one-bed apartments starting from £399,950, and shared ownership from £105,000 for a 25% share.
Peabody and Hill aimed to provide home ownership options to as many first-time buyers as possible whilst ensuring strong community engagement. Championing the local creative community through their marketing and place-making strategy, they ensured the brand was true to the character of the area and connected to their core values: vibrant, authentic, eclectic.
Unique local artwork inspired each phase, keeping the campaign fresh and ever-evolving. Meticulously planned at every touch point, the integrated campaign was continually reviewed and optimised based on tangible data. The campaign far-exceeded our objectives and delivered undeniable ROI, generating 6,787 enquiries, selling 98% off-plan, and crucially 91% to first-time buyers. Through gaining a true understanding of their audience and engaging the local community they delivered an impactful campaign, exceeding all objectives and helping 209 first-time buyers realise their dream of home ownership.
Judges' comments
A fabulous initiative that delivered amazing outcomes for a truly inspiring development that out performed expectations. Creative talent was encouraged to influence the marketing collateral and a diverse range of visuals from hoardings to sculptures was created by local artists who had an investment in the community, as well as an opportunity to professional develop. A wonderful partnership offering a range of tenures form entry level to family sized homes, leaving a lasting positive legacy.
Category sponsorr
Winner: Peabody and Hill
Hill is an award-winning UK top 15 house builder and one of the leading developers in London and the south east of England, delivering both private for sale and affordable homes. The company builds in the region of 2,000 homes a year, including more than 1,000 homes for clients and partners in the affordable housing sector.
Peabody has over 150 years of history, experience and expertise. With over 66,000 homes, they are one of the largest housing providers in London and the south-east. They deliver services to 133,000 residents, 18,000 care and support customers, and the wider communities in which they work.
