This award will be given to the most innovative marketing campaign that has been carried out using all forms of media. Enabling first time buyers to find affordable housing and have the most up-to-date and relevant information about government schemes and mortgage deals.

Lovell Homes | Trinity Walk

When a development marks the critical start of a major regeneration, it requires an exceptional and eye-catching initiative to market the first homes, especially when they are off plan. By installing Virtual Reality (VR) show apartments and creating downloadable versions through Augmented Reality (AR), Lovell Homes has surpassed its off-plan reservation targets at its landmark development Trinity Walk in South East London. The VR technology is easy to use. It is activated by an Xbox controller, a technology with which many people are familiar. Using the analog sticks, potential homebuyers can then ‘walk through’ a one and two bedroom apartment, which are displayed on a large, curved screen directly in front of them. Downloaded as an app, AR technology was also created to help buyers visualise the new homes to an even greater extent, as the technology enables the user to view the interiors and exteriors in 3D.

Oracle Group & The Media People | Shared Ownership Week

Shared Ownership Week returned in September 2017, reaching millions of people trying to get on or move up the property ladder. The annual awareness Week took aspiring buyers on all-inclusive journey – explaining, advising, myth-busting, and educating. The multi-faceted yet cohesive campaign ensured the target audience of first time buyers absorbed shared ownership inspiration and information in the press, online, on social media and broadcast media. The skilful way in which the campaign was executed, ensured the right messages were chosen for each medium and channel and was critical to the success of the Week. Now in its fifth year, the Week had a higher impact than ever before. Supported by Wayne Hemingway MBE and Housing and Planning Minister Alok Sharma MP, it resulted in thousands of people registering to find out more about shared ownership and saw nearly 10,000 unique visitors to the dedicated website during the Week.

Thames Valley Housing (TVH) | So Resi

In a year when unaffordable housing dominated the news agenda, and purchasing a home seemed more out of reach than ever before for first time buyers, Thames Valley Housing (TVH) saw an opportunity to give the marketing behind shared ownership an overhaul. Despite the enormous potential for the scheme to help homebuyers priced out of the open market, there was still, worryingly, many misconceptions about shared ownership’s purpose and benefits. In order to encourage more first time buyers to consider shared ownership as a solution to the housing problem, TVH dared to be different, rebranding its shared ownership homes to So Resi, creating a new way of explaining the scheme, a marketing strategy led by So Resi’s strapline, ‘making home ownership possible’. TVH removed the jargon associated with the scheme, and created engaging but clear visuals for use in all forms of media, making the simple concept of buying a share in a home much easier to understand.