UK: Simple Life, the operations arm of Sigma Capital Group, has launched its inaugural TV advertising campaign, marking a first for the SFR sector.
Simple Life has launched the TV advert as part of a wider brand awareness campaign, focused on the north-west of England. The company has more than 6,000 units under management across the UK.
The company has worked with creative agency MindField on the campaign as well as media agency Focus Agency Group. Sky AdSmart has been selected for TV to specifically target demographic segments via IP addresses, with web attribution being used to measure performance and ROI. The wider campaign, with the streamline ‘Go Get the Simple Life’, includes out of home advertising across all Simple Life regions.
The latest brand awareness campaign follows Sigma’s market research insights which revealed that 39 per cent of those surveyed were not familiar with what BTR is.
A company statement said: “The campaign focuses on an empowerment message of ‘go get the Simple Life’ – positioning tenants, very much as customers and putting the power back in their hands – in a country where many young families are struggling to realise their dream home due to hefty deposits and high mortgage rates and where private renters have felt the pain of a sub-standard rental experience. The concept is lifestyle-led, showcasing memories, feelings, freedom and stability.”
Vicky Fryer, marketing director at Sigma Capital and Simple Life said: “At Simple Life, we’re passionate about flying the flag for all that BTR has to offer, and it’s important that we show people that they can have everything they want – a garden, a pet, a home office – whilst renting.”
Nicole Eve, managing director of BtR at Focus Agency Group, added: “It’s great to work with Simple Life on the placement of the first ever TV advert for the build-to-rent sector. One of the barriers to brand awareness campaigns is the trackability and proving results, but by using Sky AdSmart, we’ll be able to target the advert at non-homeowners and really showcase the benefits of a way of renting that they might never have thought about.”
John-Paul Hughes, executive creative director at MindField, said: “Our ‘Go Get…’ creative concept is an emotional, benefit-driven look at how living in a Simple Life BTR home could make you feel. A beautiful, high-quality, new build home with Simple Life turns the ‘stop-gap’ mindset of renting on its head and enables you to ‘go-get’ the home and lifestyle you desire right now.”
Click here to watch the Simple Life advert.
