The UK’s First Single Family Housing BTR TV Advert Campaign
Client
Simple Life
Services
Marketing Campaign, Video & Filming, Media Buying & Strategy
The Build to Rent (BTR) sector has struggled to achieve widespread brand awareness, with research showing that 39% of those surveyed were not familiar with what BTR was. Simple Life, a leading nationwide BTR provider specialising in single family housing (SFH) wanted to change this through its first-ever TV advertising campaign – a first for the sector too. The “Go Get the Simple Life” campaign was launched, using a multi-channel strategy combining TV, OOH, and digital marketing (including PPC, Programmatic Display and YouTube).
The campaign leveraged Sky AdSmart to target non-homeowners with targeted TV ads, ensuring effective ad spend. The campaign aimed to elevate BTR’s perception and position renting as an aspirational choice. The campaign introduced a fresh perspective on BTR, positioning it as a long-term and desirable housing option. The results demonstrated early success in driving engagement and website traffic, with 525,000 impressions over six weeks, and a 16% month-on-month increase in web enquiries.
With OOH securing an estimated 7.6 million impressions, and digital acquiring 15,500+ clicks one month into the campaign. While direct conversions take longer in BTR due to leasing cycles, the campaign has laid the foundation for future brand recognition and long-term tenant acquisition. The campaign achieved the Highly Commended Award for Best Build to Rent Marketing Campaign at the Love To Rent BTR Awards.