Leading housing association and currently owning and managing over 20,000 homes across the South East, Moat Homes aim to offer high standard, affordable housing and to ultimately ‘end the housing need’. For their incentive campaign with Next, Full Comms created a multi-platform marketing campaign including creative.
The OOH media campaign was part of the marketing plan created by Full Comms for Moat’s Peters Village development, located in Wouldham, Kent, available for Shared Ownership. The offer consisted of £1,000 furniture vouchers being gifted to any customer who moved into an apartment at Peters Village. The aim of the campaign was to increase public interest in Moat’s Peters Village development, boost overall brand awareness and ultimately generate as many leads as possible. Full Comms selected OOH advertising on train carriages, nozzle pumps at local petrol stations, e-marketing campaigns and a homepage takeover advertisement featured on kentlive.news, to reach as many potential customers as possible, whether this be on their journey to and from work, or whilst browsing local news online.
Bold URLs and call to actions were included to encourage customers to register their interest online, giving the sales officers the opportunity to make contact with new leads and book them in for viewing appointments. To encourage this behaviour, the furniture incentive was introduced via multiple cross-format platforms, with the intent to gain high exposure.
With a strong understanding of the client’s creative vision and desires, the artwork needed to be punchy, colourful, and eye-catching. The creative informed potential customers with the relevant information in a witty and individual way that stood out amongst the competition. The tagline ‘Get Settee Go!’ accompanied the Moat Homes’ brand shade orange to increase brand awareness further and create consistency through each media platform.
The graphic that was designed for the OOH media was also used as part of a social media marketing campaign on Facebook for brand consistency, which resulted in a 22% impressions rate and link click through rate of 24%. Prospective purchasers also quoted the incentive when making contact with the sales team, and mentioned that this was the reason they came to view the property. The graphic featured on the OOH advertisements has also been included in social media campaigns for Peters Village, and has been remodelled into a GIF that can be posted on any of Moat’s platforms, due to its success.
Direct traffic for ‘moathomes.co.uk’ increased by 66% at the beginning of the campaign, following the start date.
The Peters Village microsite experienced a rise in direct traffic, with 393 site visits taking place the week of installation alone.
Traffic increased by 412.5% on the day the KentLive homepage takeover went live for online viewers.
165 new Peters Village registrations were received on Moat’s database throughout the duration of the campaign.
The e-marketing campaign sent to 587 leads on Moat’s database, had a click through rate of 22.9%.