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.


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.