Friends,
Friends,
with benefits
with benefits
iQ Student Accommodation, 2025
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Campaign ideation
Creative direction
Copywriting
Pitch
Agency alignment
A lot of referral campaigns can feel like you're asking customers to become unpaid salesmen. In some way, you are, but that tends not to land very well if the perks aren't great - or clear.
The perks at iQ are pretty good, but we needed to bring more attention to them with an exciting new headline for the campaign.
friends, with benefits - literally
friends, with benefits - literally
Students know what it usually means - the recognition is instant, the smile is immediate - but the comma gave a literal meaning that described exactly what the process was. Bring your mates, get rewarded. Suddenly, inviting your mate felt like an in-joke instead.
easy buy-in from an often cautious team
easy buy-in from an often cautious team
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