Making Moves are disruptors in London’s commercial property market. We have worked with them for several years, delivering standout results and viral campaigns. For this particular campaign, Making Moves challenged us to elevate their London presence, secure press at scale, and position their internal experts as thought leaders.
We didn’t want to create a campaign that was instantly forgettable; instead we wanted something distinctive that would stand out from the crowd, incorporating unique data science methods that journalists couldn't source themselves.
To get started, the Digital PR team met for a creative ideation session. After exploring a range of ideas and refining them with the client, we landed on a campaign designed to elevate Making Moves' presence in London while also appealing to a broader range of consumers – by tapping onto a shared pain point: the London commute. To create the campaign, the Digital PR team gathered temperature data for each tube line and applied a data science model to predict and rank each line from hottest to coldest – creating a strong, newsworthy hook for summer and beyond. Freedom of Information data was then used to identify the tube lines with the most and least complaints regarding temperature control, as well as investigating how train ticket fares vary across major cities in the world, providing an extra spin for the campaign.
Upon finalising the dataset, we supplied Making Moves with extensive copy discussing the findings for their website, to provide journalists with an authoritative source to link back.
The campaign achieved wide-reaching results across London-focused publications, - as well as gaining media attention on a national scale.
Within the first wave of activation, the campaign secured 18 initial placements across local London news, with an average domain rating of 61 and a combined monthly readership of 1.5 million. Media placements, including London-centric press such as Romford Recorder (DR 67) and This Is Local London (DR 67), coincided with a heatwave across the capital, which we capitalised on by creating a timely PR angle.
A further ten placements were secured as a result of further PR spins on relevant regional publications, but also notable national publications too. This included London Standard (DR 89), Metro (DR 89), MSN (DR 92) and Time Out (DR 90).
The campaign has achieved 28 placements to date with an average domain rating of 61. The placements achieved estimated views of 509,000 and publication wide audience figures of over 123 million. This social media coverage achieved over 10,000 likes, 852 comments and 809 shares combined.
In addition to media placements, the campaign secured coverage on social media platforms such as Time Out London’s Instagram account (1.2 million followers), Time Out’s Facebook account (1.7 million followers), and London Evening Standard’s Twitter account (206,000 followers).
The Hottest Tube Lines campaign was a joy to work on, and led to some impressive results. Every Londoner has a view on their commute, and Bonded spotted the opportunity to connect with consumers when the summer was forecasted to be a hot one. The team moved quickly, pulling together the data and angles to make sure the story landed at the right moment, resulting in coverage in high ranking regional and national publications.
