Flock Co-living
Background
Flock is a 110-room co-living space integrated with in-house amenities like restaurants, coffee shops, gym, a theatre, a gaming lounge and a co-working space, in the heart of Gurugram. The different spaces were built around the spirit of camaraderie and community.
Insights
People who choose to live in co-living spaces are in a transitional phase in their lives. They are taking new jobs right after graduation so are on a shoestring budget. They don’t want to live in a PG as that can be restricted. They value their freedom along with a safe and comfortable environment, and want everything to fall within their means.
We’ve been hit with an epidemic of loneliness.
“In 2016, the Centre for the Study of Developing Societies in partnership with Konrad Adenauer Stiftung conducted a survey of the attitudes, anxieties and aspirations of India’s young population (aged 15-34 years). The findings, released in April 2017, revealed that 12 percent of the youth reported feeling depressed often, and 8 percent said they felt lonely quite frequently.”
- Indian Express, 2018
Many young Indians move cities in search of better opportunities, leaving their friends and families behind and starting afresh in an unknown city. They seek out a sense of community and belongingness by living amongst other people and forming new relationships, but not at the expense of their comfort and privacy.
Target Archetypes
Mitali and Sakshi
They’re young, social savvy, have been working at a tech giant in Gurgaon and crave for independence (yet want to be safe). They don’t want to live in a place where people judge them.
They’re tired of brokers and landlords who keep a check on whom they hang out with. They’re budget conscious (not too thrifty) but value quality living.
Proposition //Twin Sharing Room
Gurjeet
He moved to Gurgaon to work at a media company and didn’t have friends so ended up leasing a home only to find so many water and electricity issues. He loves meeting new people and gaming. All the co-living places he checked out didn’t have interesting things to do beyond a customary pool table and the same 4 people to play it with. He’s been working for 3-4 years and doesn’t mind spending to live a fulfilling life.
Proposition //Single Room Room
Aakash
He has been in the business of pharmaceutical sales and works pan-India. He has moved to Gurgaon for a month-long sales training programme. He doesn’t mind sharing a space with like-minded individuals but does not want to live in a PG. He loves working out and is super fit.
Proposition // Twin/Triple Sharing Room
Shonali
She’s married and has a family back in Pune. She’s working in Gurgaon on a 6-month project in hospitality and will have her family visiting often.
Proposition // Single Room
Sneha and her friends
They are flight attendants at an airline. They’re just starting out and are in Gurgaon for their month-long induction training. They need a safe place around their office and want to live in a lively environment. They could rent in groups and have the potential to keep renting the place on their other visits to Gurgaon as well.
Proposition // Triple Sharing Room
Read our approach shared with the client before they launched and finalised their offerings
STRATEGY /
A happy place to connect and cocoon up
Naming and Visuals
The brand name ‘Flock’ was inspired by the idea of a group of people who come together based on a common experience, belief or thinking. Community was an important aspect of the co-living space that we wanted to highlight.
The brand identity was modern, simple and used an approachable colour palette, bringing the brand strategy to life.
For the visual language we followed an illustration centric approach with fresh and bright colours to resonate with young urban Indians—hopeful and full of life.
Our ‘book of 30 things’ was designed as a fun rule book for rule breakers, with a witty, bold and young tonality in communication.
We also gave the book cover a hint of the Gurgaon Cityscape with the metro and iconic ‘ship building’.
Lead Generation and Online Presence
We also setup the Flock website, booking engine and ran lead generation ads on social media to invite initial bookings.
The Result
The first seven days of the direct and clean communication for the lead generation campaign led to 80% of the space being occupied.
The Big Communication Win
We communicated Flock co-living as the only pet-friendly co-living space in the region which garnered a lot of interest from millennials who would have wanted to live with or be around their furry friends.
Hence you see the resident dog, Poppins, featuring in a lot of our communication.