Case Study - The Stadium, Highbury Square

'The Stadium' is the marketing name for the collection of 649 contemporary-style apartments and penthouses being built on the site of the old Art Deco Highbury Stadium, home to Arsenal FC since 1913.

A group of relatively high-net worth individuals in the UK and Far East with a strong emotional attachment to the club were identified as prime potential purchasers, many of whom were life-long fans of the club and for whom a new apartment at The Stadium would be an investment or a second home. The proposition was "a once in a lifetime opportunity" and this theme was followed through into each strand of the campaign, all of which was devised by Think BDW.

The media and creative teams worked together to plan key positions offering the best "standout" in national newspapers and bespoke designs emphasising the heritage of the club and the unique architectural value of the building were created for each individual position and publication. Radio commercials were used to support the press activity and we also promoted the site at exhibitions in Hong Kong and Singapore.

We devised a DVD with computer generated "fly-throughs" of the apartment and this was incorporated into a Direct Mail campaign which tied in with the brochures developed for use by the sales teams on site.

Our web team developed a website incorporating a bespoke prospecting and database management system, sorting enquiries by demographic type. This also enabled their management team to analyse performance against predetermined targets.

This led to one of the most successful launch campaigns in London, with the site 95% sold by late 2007 despite the units not being ready for occupation until 2009.