The Union creates first Miller Homes TV ad
The first television campaign for housebuilder Miller Homes has been created by The Union.
The campaign entitled ‘The Optimist’ looks to hit back at pessimists who are leading the British public to believe that the current economic climate has left them trapped in homes too small for their current needs, in rented accommodation or in their childhood homes and uses animation to highlight shared equity schemes available, such as the Government backed Homebuy Direct and Miller Homes’ own MiWay.
The media buying and planning is being handled by Space and Time with an initial schedule to run over a two week period with airings in ad breaks for high rating programmes including Coronation Street, Emmerdale, This Morning, Loose Women and ITN News.
The advertisement is being piloted in the North East TV region.
Supporting activity will include radio versions of the TV advertisement, online advertising, and an email and SMS campaign.
There are two versions of the advert one especially made for the Scottish marketing which provides information Miller Homes shared equity scheme, which offers a 75% equity share.
Sue Warwick, national sales and marketing director for Miller Homes, said: “We have long been using social networking sites such as Twitter, blogs and PR to get the messages of confidence, security and affordability out there to the British public – but it was time to put our money where our mouth is.
“We truly believe now is the time to have confidence in the UK property market and what better way to demonstrate this optimism than through our first ever TV campaign.
“We already know that shared equity works with over 600 sales made through this scheme since July 2008. ‘The Optimist’ will target those individuals who aren’t aware of the initiatives, showing that they can actually afford to step onto the property ladder, whatever the pessimists might be saying.”
Warwick continued: “Advertisements from housebuilders tend to use an old and tired formula that showcases the product by featuring kitchens and big sofas.
“We know that people already have confidence in our product and view our business as a secure choice. With this advertising campaign, we are stepping outside of the expected norm with both the style and message by delivering a very direct and clear statement that there is reason to be optimistic and now is the time to buy.”