The brief was to build a campaign to encourage more Guinness Partnership customers to pay their rent in advance.
The Get More Buff campaign was a year long spread of posters and digital media to promote the scheme to customers. It was also used internally to promote courses to train employees to communicate efficiently with customers about their options.
The campaign was run out digitally in the form of an email campaign that mirrored the poster series and web banners on the Guinness Partnership and associated sites in order to maximise the reach of the message to all Guinness Partnership customers.
At the end of November 2014 (10 months into the campaign), 800 more customers were paying their rent in advance; an increase of over 6%, against a challenging economic backdrop – meaning a successful campaign for the Guinness Partnership.