Elephant & Castle is being profoundly regenerated with the landmark building developing at the very heart of it. Two Fifty One building is up and coming and it will be almost as high as The Shard. So, the lovely people who projected 251 came to us, students, and gave us one of the greatest challenges - to make people desire to live in Elephant & Castle and most importantly in 251. After days of brainstorming, we thought that the best way to get the audience emotionally attached to a certain place is through sitcom characters. Just like 'How I Met your Mother' made us fall in love with New York, our sitcom will make you fall in love with Elephant & Castle!
Each episode captures the development of relationships between characters and unobtrusively shows the best features of the building and the area itself. Such distinctive content strategy helped us to assure the viewers that Elephant & Castle has become a great area to live, work and play without sounding too 'salesy'.
Client: Two Fifty One building
Issue: People have negative perceptions of Elephant & Castle area.
Message: The area is rapidly regenerating and has become a great place to live, work and play.
Platforms: 251 website and their Facebook, Twitter and Instagram page.
Deliverables: Short sitcom episodes.
Timeline: One episode per week is shared to ensure that audience is anticipating and gradually starting to empathize with characters.