Taylor Wimpey Stop Waiting Start Living
Client
Taylor Wimpey
Services
Branding & Campaign Strategy, Digital Innovation & Tools
With the uncertainty surrounding the election and stamp duty changes, Taylor Wimpey needed a national new homes marketing campaign to reassure potential buyers and encourage them to move forward with their homeownership plans. The goal was to prompt action before market shifts while building on the success of the ‘Let us Take Care of It’ campaign we had delivered over the past two years. Market fluctuations made consumer confidence a challenge, whether for home purchases or renting. Our approach was to create a property marketing campaign that adapted to market conditions, helping Taylor Wimpey customers feel empowered to take the next step and enjoy their new homes.
Understanding the market and consumer behaviour was key. We tailored messaging to ring true with different audiences by adapting the word ‘waiting’ to suit their journey, whether they were looking, searching, or renting. The core positive message? Now is the time to start living. The ‘Stop Waiting, Start Living’ tagline was born.
Our strategy focused on how and where people consume content online, leading us to create animated videos featuring various buyer personas. We implemented retargeting strategies and audience segmentation to maximise impact, ensuring the campaign reached the right people at the right time.