Brief
Target consumers (young adults) for whom home ownership seemed an impossibility, with the task of encouraging them to apply anyway. A finance solution was devised to allow them to overcome their deposit deficiency, and we needed to communicate this to our consumers.
Strategy
A series of humorous and insightful text conversations designed to inspire the thought of buying a first home. Using conversational insights from girlfriend and boyfriend, mother and son and housemates to resonate with a broad set of first home buyers.
Results
The new media channel mix since the start of July has resulted in an approximately 30% increase in leads compared to June and previous months, and at a slightly lower cost.