THIS AWARD WILL BE GIVEN TO THE MOST INNOVATIVE MARKETING CAMPAIGN THAT HAS BEEN CARRIED OUT USING ANY FORM OF MEDIA. THIS CAMPAIGN CAN BE FROM A RANGE OF METHODS THAT DEMONSTRATES THAT IT HAS HELPED FIRST TIME BUYERS START THEIR PROPERTY JOURNEY. Best Marketing Campaign
LATIMER AND THE ORACLE GROUP | GENERATION RENT VS GENERATION OWN: IS SHARED OWNERSHIP THE KEY?
Leading housing provider Latimer and PR agency The Oracle Group sought to raise awareness of shared ownership and shift perceptions. The goal: to position Latimer as the housing association of choice for young people aspiring to move out of their family home and introduce shared ownership as a solution to parents, unaware of its benefits as a stepping stone to independence. With homeownership becoming increasingly challenging, more young adults are staying in the family home longer, giving rise to the ‘parent landlord’ phenomenon. We commissioned research to explore this shift and its impact on family dynamics, recruiting a spokesperson and influencers to help deliver key messages and create content. Our approach combined traditional media outreach with social media marketing to drive discussion and engagement, delivering impressive results: a 35% increase in visitors to the Latimer website, 24 radio interviews, national press coverage, and 224,700 views from influencer collaborations.
PLUMLIFE HOMES | SHARED EXPERIENCES CAMPAIGN
Shared Ownership can be met with scepticism, leading to first time buyers missing out on starting their homebuying journey. Our “Shared Experiences” campaign looks to combat this by utilising stories, because who better to extol the virtues, than those who’ve lived it? By combining authentic portraiture and quotes from the people that have experienced it, we created a campaign that builds trust. We ran a multi-channel campaign targeting potential homebuyers within the North West, equipping them with relevant knowledge about Shared Ownership. Our campaign had a staggering impact, achieving over eight million impressions. Website page views reached their highest ever level, up by 256% compared to the same period in the prior year. We received 890 more enquiries than we did in the prior period, a 56% increase. These astounding figures demonstrate that by educating people early, we have been able to help first time buyers take their next step.
SAGE HOMES AND FOCUS AGENCY GROUP | INITIAL TRANCHE SHARE CAMPAIGN
Sage Homes, England’s largest provider of newly built affordable housing, partnered with Focus Agency Group to reframe the Shared Ownership conversation. While industry campaigns typically highlight pricing at the minimum 25% Initial Tranche Share (ITS), Sage Homes identified an often-overlooked audience in advertising: those capable of purchasing 50%+ shares. With Help to Buy’s closure, this gap became urgent. Focus Agency Group pivoted from transactional affordability messaging to aspirational storytelling, promoting pricing aligned with financial capacity. Data- driven insights targeted regions where incomes supported 50%+ shares, empowering buyers to invest confidently in larger shares. Creative narratives showcased how Shared Ownership could unlock homeownership at 50%+ shares, moving beyond the “starter” 25% model to reflect real-world affordability. A multi-channel mix of video, hyper-local OOH, and AI-optimised digital ads drove engagement, achieving 8% increase in initial tranche share purchases and proving that aligning pricing with buyer potential can reshape perceptions of Shared Ownership.
READERS’ AWARDS buyer
70 First Time Buyer August/September 2025
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