Tipi - 'Love Where You Rent'
Challenge
Tipi create stunningly high-spec accomodation built for renters. With spacious brand new apartments, thoughtful design, concierge services, and beautiful outside space, you'd think it would be a no-brainer - but in a UK market unfamiliar with 'build-to-rent' services and mired in a rental crisis, consumers felt there had to be a catch. We needed an emotive way to showcase all the amazing benefits of Tipi in a very pragmatic market.
Approach
Renting has always been a poor experience, but it's become a living nightmare for many in the UK with lazy landlords, shabby flats, large deposits and a painfully slow process. The number one reason home buyers give for choosing a home is 'falling in love with the place', but sadly, virtually no-one can say they've loved renting.
For the first time ever, we wanted to give people the chance fall in love with the place they rent.
'Love Where You Rent' challenges people to reappraise renting by sharing the incredible benefits of a purpose-built option like Tipi. The campaign included a complete 'inside-out' refresh of the branding and signage throughout Wembley Park, OOH, social, a new website, new brochure, app for residents and uniforms and merchandise for staff.
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