Unveiling Britain’s Forever Home
Positioning Origin as a brand that understands homeowners’ aspirations
The Challenge
After a successful Buyer’s Timeline campaign for Origin, the challenge was to keep up the momentum and reaffirm it as the brand that understands what homeowners really want. By capitalising on the familiar concept of the forever home, Origin was able to engage with its consumer audience, identify their requirements, and educate its network of partners in the process.
How We Helped
We developed a campaign that looked at whether the concept of the forever home still exists. Based around a piece of research, surveying 2,000 homeowners, we took a deeper look at whether Brits still believe in finding their forever home, the aspirations we have for our final home and what it might look like. In total, respondents answered 33 questions, all designed to give us a greater insight into what people want and expect from their homes.
Analysis of the results showed more than three quarters of people still believe in the concept of a forever home, which is a four-bedroom, detached house in the country, worth £458,000. We generated a strong and insightful media story from the results, which we sold into the national, regional, trade and consumer press. A series of images depicting a cross-section of the forever home to support the news story brought the findings to life.
The Outcome
The forever home campaign secured over 110 pieces of coverage, including pickup from a record six national publications. In total, it reached over 49 million people.
Alongside the six national opportunities, we also had huge success in the regional, trade and consumer titles, raising brand awareness on every level. The story was shared on social media 217 times, plus over 90 percent of the coverage included the full release, containing all the statistics and client quotes. This further established Origin as the brand that understands what homeowners really want.
COVERAGE
110
110 pieces of coverage across national, regional, trade and consumer media, from The Express, The Daily Mail and The Sun, through to Closer, Country Life and House Beautiful
