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.

Judges will also be looking at:

How the campaign has been carried out through all forms of media

Use of social media which must demonstrate innovation in the way each platform has been used specifically to help first time buyers

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BARCLAYS - Marketing 2017

As a long-standing supporter of ftbs and initiatives to tackle unaffordability, Barclays was determined to promote the Government’s London Help to Buy scheme as a preferred lender. To overcome poor awareness and scepticism, Barclays devised an integrated, multi-channel, content marketing campaign to inspire generation renters who felt priced out of the capital. The campaign utilised explainer videos, ATM messaging and in-branch postcards, with SEO work, ultra-engaging content and an online hub which promoted infographics, articles, case studies and an interactive map of the 10 most affordable London postcodes. By using content to inspire hope that people could get on the ladder, Barclays was able to capture around 23% of the London Help to Buy market.


FAMILY MOSAIC - Marketing 2017

The Gramercy, Greenwich is located in a popular area that has benefited from investment and regeneration. Family Mosaic’s marketing campaign targeted young buyers who were digitally competent, to raise awareness of the southeast London development. This inventive campaign contained one fundamental objective; to secure reservations on 20% of apartments off-plan, prior to a show home being available for viewings, and focused on the development’s locality, where the traditional and contemporary exist together. This was executed through cross-channel programmatic display, Facebook, PPC (pay-per-click), traditional offline media and blogger outreach, exceeding the campaign’s target objectives by reserving 34% of properties.


MILLER HOMES - Marketing 2017

The ‘Taken care of’ campaign was developed to demonstrate that Miller Homes have everything taken care of when buying your first home. Using channels to target an ftb audience, such as social media, property portals, emails, sms and re-targeting, creative messaging highlighted the incentives and support available to ftbs, such as Help to Buy, deposit match, £99 reservation fee and paid legal fees. Innovative messaging also linked to mortgage, Help to Buy and Stamp Duty calculators, video testimonials from other ftbs, blogs and social media content. All content used the hashtag #takencareof to reinforce the message. The campaign has been a great success with engagement on social media, website visits and appointments booked significantly increasing.


THE MEDIA PEOPLE - innovative marketing 2017

From 15-22 September 2016, Shared Ownership Week helped thousands of aspiring homeowners across the country to find out more about the scheme. A multi-media marketing campaign was aimed at a wide audience across a range of platforms, to promote shared ownership, including: newspapers and magazines; television; radio adverts; social media channels; plus a dedicated website, offering advice, myth- busting tips, buyer stories and information on homes available. The week was complemented by two high-profile events – the London Home Show, and the First Time Buyer Home Show in Manchester. The result was a comprehensive campaign, informing potential purchasers on what shared ownership is, how it works and how it can help them get on the property ladder.