Overview
Emoov wanted to challenge the traditional estate agency model by highlighting the average £3,000 homeowners could save by selling online.
The campaign, Daylight Robbery, an on street & print activation took a deliberately disruptive approach, borrowing the visual language of police warnings to stop people in their tracks before revealing the real message.
Working alongside the Head of Marketing and Head of Brand, I developed the campaign beyond the initial concept, designing the visual identity and creating the supporting assets that brought the idea to life across the street, print and brand experience.
Split Second
The campaign relied on a split-second reaction. At first glance, the posters needed to feel familiar enough to make people stop.
A bold yellow warning sign, caution tape and official-looking typography suggested something serious had happened. Then came the reveal: the "crime" was simply having a high street estate agent nearby.
Getting that balance right was everything. Working closely with Brand, we refined the hierarchy, copy and visual cues so people immediately understood the joke without losing the authenticity that made them stop in the first place.
Feet On The Ground
Rather than treating the campaign as a collection of adverts, I expanded it into a complete street activation.
The warning aesthetic carried across A-boards, investigative-style leaflets, iconography, national press adverts and supporting campaign collateral. The leaflets included campaign-exclusive QR codes and landing pages, allowing Marketing to measure engagement from the activation and explore whether the concept could be rolled out in other towns and cities.
Every touchpoint was designed to feel like part of the same story, turning a simple savings message into something people wanted to pick up, read and share.
Memorable Message
The campaign transformed a straightforward pricing message into a memorable brand experience.
By borrowing a visual language people instinctively trusted, it disrupted expectations, sparked conversation and gave Emoov a distinctive voice in a category dominated by predictable property advertising.