NIEUW-ZUID / NEW-SOUTH - Campaigning for a new city district
C+H develops ‘real-world’ positioning campaign in order to attract inhabitants for a brand new city district in Antwerp that mirrors our future way of life.
The good life - in a modern and durable neighborhood
In order to install awareness for the Nieuw-Zuid offering, we create communication tools that are fully committed to social media.
As in 'social', we avoid high-tech imagery, emphasising the good way of life in Nieuw-Zuid.
We present a simple, friendly question:
I am doing great. How are you doing?
The campaign starts with teasing questions posted on very diverse websites.
Well, you can play a 10-question game. Go ahead and find out if you are really doing well. And eventually visit the Nieuw-Zuid /New-South information site.
Maurane pulls her lunch straight out of the ground!
The campaign is finally built around real stories, told by people who already live in Nieuw-Zuid.
Mauranne likes to garden and simply pulls her lunch out of the ground. Dirk has sold his car because public transportation is nearby and brings him everywhere. Frank is recycling water for his plants.
Simple but compelling stories from people who are doing well and who prove that it is great to live in a sustainable environment, in the middle of the city.
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