Trust is a serious matter

Industry - RESIDENTIAL CONSTRUCTION – Consortium of cooperatives

CCL
GOAL
Brand awareness and increase the number of members
OUTPUT
Strategy and creativity, design, advertising, web, social media, events, internal branding
YEAR
2017

How to overcome the lack of trust in housing cooperatives? And how to promote in Milan and its hinterland the idea of common housing?

From theory to practice

Competitor Analysis

In the cohousing scene in Milan one can notice a product-centred communication, with a focus on prices rather than on the values of the customisation and of the relationship between neighbourhood and inhabitant

Global Trend analysis

#coliving

Target Analysis

Millennials, families in which the decision maker is the woman, adult couples buying a home for their children, business men/women looking for investments.

Insight

Belonging. Stability. Security.

Brand strategy

It’s a brand that looks after the others, it’s respectful and is highly trusted. It’s an icon of the house. It’s simple, optimistic, true. In the theory of archetypes it’s the guardian angel.

Positioning and promise

CCL offers the most attentive solution of cooperative housing to those who are looking for a home and to those who want to invest in the housing market in Milan. 

Tone of voice

Spontaneous, empathic, minimalistic.

CCL becomes trust and trust is a serious matter

This is CCL’s new payoff and its new brand identity. We defined a clear image and a definite voice. Because when communication is uniform, trust is immediately conveyed.

The city lives in the photographs

We organised a reportage to present the neighbourhoods without any filter and the development of the works in the CCL building sites.

Everyone is aligned

It was crucial to organise workshops with the members of the committee, during which the developments of the communication were shared. 

Every house is a project

For every housing project we created campaigns to recruit members.

Digital identity

For the brand to convey trust, all its communication must be uniform: from the website with a simple user experience to the Facebook page that gives institutional and entertaining information.

RESULTS

Becoming the member of a cooperative is no longer so scary.

6.994.688

Google Impressions for the #ScegliBisceglie campaign

1.754

Organic followers on Facebook

66.370

New users on the website

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