Services
Emoov is a leading online estate agency built on disrupting the traditional property market.
Working in-house alongside the Head of Brand and Head of Marketing, we conceptualised and executed a high-impact, real-world campaign designed to stop high street foot traffic in its tracks. The challenge was to create an unmissable guerilla campaign that directly educated home sellers on how traditional estate agents overcharge, positioning Emoov’s low-overhead model as the modern alternative.
Strategy
We built the campaign around the provocative core concept of “Daylight Robbery” a direct critique of traditional high street estate agents' inflated fees.
To deliver this message with maximum punch, we anchored the visual direction on the ubiquitous, instantly recognisable police witness appeal posters used across London. Deployed during peak commute hours in high-value seller hotspots like Clapham, the campaign used familiar visual cues to spark immediate curiosity and drive high-street engagement.
Design System
The design rationale relied on strict mimicry of public service warning signs to leverage existing visual authority.
Utilising stark typography, high contrast layouts, and tongue in cheek messaging, the main campaign posters were built to fit standard street level A-frames, placing them in the exact real-world context of official police notices.
The secondary visual touchpoints seamlessly transitioned the campaign’s guerrilla edge into Emoov's core identity, utilising branded reverse-side layouts on takeaway leaflets to guide captivated foot traffic directly to Emoov’s digital platform.
Execution
Designed to be disruptive, cheeky, and impossible to ignore, we delivered a targeted suite of physical and campaign assets:
Main high-street A-frame poster series designed to mirror official street-level witness appeals.
Four distinct contextual poster concepts strategically positioned across targeted South-West London locations.
Dual-sided takeaway leaflets combining the attention-grabbing police appeal layout on the front with branded Emoov conversion messaging on the reverse.
Impact
The "Daylight Robbery" campaign proved to be a major guerrilla success.
Generating an immediate 47% increase in regional brand engagement across SW London alongside a strong surge in London-wide social media performance.
This project highlighted the to blend high concept creative thinking with recognisable cultural tropes to drive real world commercial results.
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