TAKING THE

TO THE NEXT

LEVEL

The challenge • B£ has plateaued, relying on the loyalty of a

hardened band of 100 followers

• The rational benefits of using the currency are

not sufficient to reach a wider audience

• The brand is stale and is not creating an

emotional and cultural connection with any

particular group

THE CONTEXT

The challenge How can we rejuvenate the B£ and bring it

to a new audience?

THE CHALLENGE

How do we achieve thi

• Target a specific audience

• Appeal to that audience

• Differentiate ourselves from the

competition

HOW DO WE DO IT?

TARGETING AN

AUDIENCE

HIPSTERS

YOUNG PROFESSIONALS

YUMMY MUMMYS

HERITAGE

OUR TARGET:

YOUNG

PROFESSIONALS

How do we achieve thi

• proven users of B£, but we’ve only

scratched the surface

• committed to the area (not tourists)

• disposable income, time rich

• Huge market (33% Brixton residents are

25-34 – resident survey)

WHY YPs?

APPEALING TO

YOUNG

PROFESSIONALS

Even though Brixton is part of the city, it

feels like there is a village in some ways

because there is quite a feeling of community

here.

I cannot articulate why that is, but I feel that

very strongly, and I'm sure that there are

many other people who would say that they

feel part of north London rather than south

London, and with Brixton I don’t know.

Young Professional, early 30s, Brixton

How do we achieve thi

Young professionals are moving in droves to

Brixton because it is culturally and

commercially vibrant community that has a

distinctive sense of place

YPs & BRIXTON

How do we achieve thi

How can the B£ appeal to this emergent

group without compromising its integrity and

alienating longer term residents?

YPs & BRIXTON

THE INSIGHT

No gentrify-er thinks

they are gentrify-ing

THE IDEA

Over the years Brixton has come to stand for

vibrancy, originality and independence

From Van Gogh to Eddie Grant, Brixton is

more of a state of mind than a tradition

With the right attitude, anyone can become

part of Brixton's culture & folklore

We want adopting the B£ to become a right of

passage for people who want to enter into a

Brixton state of mind

BEFORE > AFTER

IMAGE

Functional,

public sector

TONE OF VOICE

Descriptive,

rational, worthy

>

>

Modern,

vibrant,

relevant

Witty,

challenging,

proud

CAMPAIGN 1

CAMPAIGN 2