MAKING HM TREASURY MATTER
In 2013, home ownership was viewed as out of reach by many people, who could afford mortgage payments, but not the large deposits being demanded to buy a property. In response to this, the government launched Help to Buy, a scheme that allowed people to buy a home with a deposit of just 5%.
The Government appointed Ogilvy to create a campaign to promote the new scheme, with TV, press and digital advertising all needing to be delivered in just 5 weeks. The organization wanted work which would reflect that they were listening to what young, aspiring homeowners needed, making the HM Treasury matter to this demographic.
CAN MEETS DO
The campaign was a great success, not only significantly increasing awareness and understanding of the scheme and resultant applications (over 7,000 were completed in 2 months), but widely changing consumers’ perceptions so they now felt that home buying was within their reach.