Using Persona Insights for Catalyst’s TV Campaign
Client
Catalyst
Services
Marketing Campaign, Video & Filming
Catalyst asked us to devise a campaign to target first-time buyers as part of a brand awareness campaign. The creative team came up with the campaign theme: Time for a Place of Your Own. The Media team defined the target audience as being a mixture of London and Home County-based first-time buyers and second steppers. Further demographic and mosaic data was layered on top of this. The research and persona profiling enabled us to create a relatable character to appeal to our defined audience within the campaign. Our video department then set about finding and creating both the character and their previous homes. Over two days and three locations we filmed the advert and its two alternate endings.
We then edited and packaged the ads up into their different versions. The video centred around the Sky AdSmart campaign, which was part of a full campaign used across Catalyst New Homes’ social media channels and social PPC. The nature of Sky AdSmart meant we were able to produce two videos with alternate endings, each one tailored for a different demographic.
Depending on where in the country you were viewing the advert, you’d either see our protagonist end up in a Catalyst London flat or a Catalyst house in the Home Counties. Ultimately the campaign ran with great success with us getting record results.
