ASTER


LAUNCHING SHAREDOWNERSHIPINTO SURREY


THE CHALLENGE

To establish awareness of Aster and Shared Ownership in an area with no previous activity.

APPROACH

Being a short commute into London, homes in Surrey have become massively in demand, potentially pricing out first- time buyers and growing families

Aster’s plans to secure new Shared Ownership properties across the region required an awareness strategy that focused on multiple developments; a Shared Ownership campaign across Surrey

OUTCOME

We developed an umbrella campaign dedicated to Shared Ownership in Surrey under the ‘play on words’ proposition of ‘GLADDER (adjective) the feeling of joy you get when stepping onto the property ladder in Surrey with Aster’

‘GLADDER’ was positioned as a premium lifestyle brand, meeting the characteristics of this sought-after area and high property prices, but with the opportunity of entry level purchase through the Shared Ownership tenure

GLADDER was launched as an experiential event for commuters at London’s Waterloo Station, featuring a gospel choir and concourse takeover. This extended to a multi-channel regional campaign and a social media movement under #GLADDER

The ROI outcome is a staggering 2,392% with 38,429 visitors to the Microsite,  433 leads generated and 51 homes sold off plan within 38 days

‘BEST MULTI-CHANNEL CAMPAIGN’ WINNER AT PRINT DESIGN & MARKETING AWARDS

‘BEST CREATIVE ELEMENT’ WINNER AT PROPERTY MARKETING AWARDS

THE POWER OF  

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There’s really no limit to what we can achieve together.