A new approach that not only effected a shift in campaign strategy but also in public perception of the brands.
Vistry Group was formed in January 2020, bringing together the energy and experience of Bovis Homes, Linden Homes and the newly named Vistry Partnerships to form one modern, forward thinking business, focused on delivering for customers. A top-five UK housebuilder, the group has an annual turnover in excess of £2 billion.
Historically, campaign management took diverse paths and focused on the short term, each brand running different quarterly campaigns with a tactical approach.
Our brief was to add sizzle to each brand proposition, to reflect the true values of Bovis and Linden’s respective offerings, and to create a single over-arching campaign for each brand, built with longevity in mind and a ‘one voice’, brand-led approach that balanced both brand and tactical activity.
Research insight confirmed that due to pandemic lockdowns most people have been spending more time at home than before. That led to people reappraising what they value most in their home – and that mindset has remained beyond the pandemic. Priorities include room for families, a home office, chef-friendly kitchens, private gardens, access to recreational spaces nearby, good broadband, eco-friendliness, and suburbs over cities.