Targeting homeowners for Origin
Bringing a fresh approach to the age old ‘don’t move, improve’ message
150 pieces of coverage across national, regional, trade and consumer media from House Beautiful via Talk Radio to The Sun
It can be hard to engage an audience in a subject as unchanging as doors and windows so we were challenged by bi-folding door and window manufacturer Origin to develop a campaign that took the brand beyond the functional and into an area the audience could easily identify with – the different things we want from our homes as we move through different life stages.
HOW WE HELPED
We used extensive consumer research to reveal the lifetime of home buying - identifying how housing needs change during different life stages. From the research findings, we created The Buyer’s Timeline showing the five stages of home ownership and painting a picture of the evolution of our homes as families grow and the composition of the household changes. To bring the results to life we created a unique set of homeowner profiles: The Penthouse Pretenders, Multi-Space Renovators, Dynasty Dwellers, Zoneowners and Full Spec Finders.
The Buyer’s Timeline enabled us to change the way we talk about home renovations. Rather than categorising homeowners by age or demographic, such as ‘empty nesters’ or ‘first time buyers’, we were able to excite the media by identifying modern categories for homeowners today. This twist gave Origin plenty of opportunity for coverage in national, consumer and regional titles, plus broadcast, resulting in a hugely successful campaign.
The campaign has generated over 150 pieces of coverage to date across national, regional, trade, property and consumer homes publications. An interview on Talk Radio’s ‘Home Rules’ weekly show gave Origin a prime opportunity to talk directly to its key homeowner audience and links from online coverage on The Sun and Mirror websites were SEO gold dust.