The document discusses ways to revitalize the B£ currency and appeal to a new audience, specifically young professionals moving to Brixton. It identifies young professionals as the target audience because they are already proven users of B£, committed to the area, and make up a large portion of Brixton residents. The proposed approach is to position adopting the B£ as a "rite of passage" for those wanting to embrace Brixton's culture and independent spirit, without compromising its integrity or alienating long-time residents. The campaign would aim to make the B£ feel modern, vibrant and relevant through its visual branding and confident, proud tone of voice.

1. TAKING THE
TO THE NEXT
LEVEL

2. 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

3. The challenge
How can we rejuvenate the B£ and bring it
to a new audience?
THE CHALLENGE

4. How do we achieve thi
• Target a specific audience
• Appeal to that audience
• Differentiate ourselves from the
competition
HOW DO WE DO IT?

5. TARGETING AN
AUDIENCE

6. HIPSTERS

7. YOUNG PROFESSIONALS

8. YUMMY MUMMYS

9. HERITAGE

10. OUR TARGET:
YOUNG
PROFESSIONALS

11. 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?

12. APPEALING TO
YOUNG
PROFESSIONALS

13. 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

14. 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

15. 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

16. THE INSIGHT
No gentrify-er thinks
they are gentrify-ing

17. 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

18. BEFORE > AFTER
IMAGE
Functional,
public sector
TONE OF VOICE
Descriptive,
rational, worthy
>
>
Modern,
vibrant,
relevant
Witty,
challenging,
proud

19. CAMPAIGN 1

29. CAMPAIGN 2