Creating an impactful community in the City’s financial hub
The Eastern City is the financial hub of the Square Mile. Home to iconic tall towers and our world leading financial and professional services, it faces increased competition as well as perception issues with younger workers, driven by values. Changing working patterns are a particular challenge for the UK’s biggest and most famous central business district.
Our primary research with Gen Z and Millennial workers included surveys, video diaries and focus groups to understand what really motivates this cohort. We unearthed insights around work, lifestyle, ambitions and what it means to work in the Square Mile itself.
The brand and positioning taps into their ambitions around making an impact through work. It speaks to their desire to connect with others and drive collective action to tackle society’s biggest challenges. But it also de-positions the City as an intimidating place only for bankers and a select few by promoting an inclusive community, using the visual identity to soften the imposing skyscrapers.
We ran integrated broad reach campaigns to increase brand awareness, supported by direct response activity to drive footfall to activations. While primarily targeting younger workers in and around the Square Mile, we have also successfully engaged a secondary London audience, curious and hungry for new experiences.
