Lend Lease & Traffic ‘Love it’

We’re ‘loving’ the new national brand campaign for client Lend Lease, which launches this month. The team at Traffic have been working on differentiating Lend Lease from other developers, in a stand out campaign to position the brand as the leader in residential communities.

The campaign was created based on knowledge that buyers find it difficult to differentiate between developers and many don’t understand the developer and builder role. So how do you create a consistent brand identity across diverse communities that both educates the consumer and differentiates the brand?

After much thought and burning of midnight oil, the answer came down to two words, and one letter. The campaign features people making an ‘L’ shape with their arms in front of words synonymous with the brand, including ‘Lifestyle’, ‘Large’, ‘Love’, ‘Lakes’, ‘Leafy’, ‘Local’ and more.

‘I really like how campaignable the ‘Love it’ concept is – it’s a unique and effective way to communicate our brand promise to buyers, and it can be brought to life internally creating a great staff culture. The emotionally driven campaign captures how we want people to feel living at our communities, and working for us’Matthew Mears, Head of Communities, Lend Lease.

Over the coming weeks you can expect to see more than a few people with arms extended into the Lend Lease gesture. The campaign is launching with press, outdoor and radio across the eastern states and South Australia.

We may be a little bit biased but we expect it to do big things for the Lend Lease brand. L-L-L-Love it!