CASE STUDy

Supporting first time buyers to Step on the Ladder with Barratt London

Barratt London wanted to create a flagship campaign to directly challenge the negative feelings so many aspiring buyers have about getting on the ladder in London at this moment. They brought us in to reach Gen Z and Millennial buyers and show them that getting on the ladder might be closer than they think.

Our approach

An integrated campaign to flip the narrative around first time buying in London – to make it feel less daunting, more achievable and get buyers excited at the prospect of owning their first home in the capital, with Barratt London perfectly placed to help them do it.

Position Barratt London as the go-to developer for first time buyers in London – with a multi-pronged media campaign bringing together spokespeople, data, expert interviews and real buyer stories across national media, podcasts and radio.
Make homeownership feel less intimidating for Gen Z and Millennial buyers – through partnerships with content creators and influencers, and user-generated-style content on Instagram to answer common questions about buying a home.
Create a must-visit event to take the campaign to the high street – planning, promoting and delivering the Step on the Ladder pop-up shop in Soho for a week, including:
- An exclusive press, influencer and lender preview launch event.
- Creative marketing, including reverse graffiti and custom doughnuts for local businesses.
- Interactive experiences, including a money confessions wall and house DJ, and one-to-one conversations with experts for aspiring buyers.

The results

A hugely successful campaign that captured the hearts and minds of first time buyers in London.

18 pieces of coverage across national, local and trade press.
16 broadcast and podcast interviews recorded with spokespeople.
12 influencers visited the pop up shop, generating 30 pieces of content.
The Ministry of Housing, Communities & Local Government used the pop-up as a backdrop to record social media content focused on top tips for first time buyers.
Hundreds of visitors to the pop-up shop, with a queue out the door on the final day.

@ugcliza_

We wanted to create a flagship campaign for Barratt London to directly challenge the negative feelings so many aspiring buyers have about getting on the ladder in London. The Step on the Ladder campaign was designed to do exactly that. It effectively addressed the key concerns faced by young people today and demonstrated how Barratt London is championing first time buyers and helping them get on the ladder in a fun and interactive way.

Building Relations was a key collaborative partner in driving forward the idea and concepts for the campaign to reach our target Gen Z and Millennial audience.

The first pop-up shop was an enormous success – taking us direct to the consumer with a place on the high street for the first time. We are now looking forward to building the Step on the Ladder campaign in future as a core component of Barratt London’s overall marketing strategy.

Rose Pullan
Head of Marketing at Barratt London

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CASE STUDy

Supporting first time buyers to Step on the Ladder with Barratt London

Our approach

The results

See some of our other work

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