Building brand visibility for a FTSE100 giant in their centenary year.
SEGRO is the largest FTSE100 property company, with clients including Amazon, H&M and Mars.
2020 is their Centenary year. We needed to build visibility with multiple audiences: from government and investors to local communities and customers.
We mapped SEGRO’s audiences to identify disruptive digitally-led tactics to make the Centenary relevant. The centrepiece was ‘Contraption’, a film which borrowed consumer marketing tactics for a B2B context. It featured every customer, driving distribution and wider resonance.
2020 has been SEGRO’s biggest marketing undertaking ever, a scale not seen by an industrial property businesses – Contraption saw over 1M views.