The Right to Buy scheme gives tenants of local authorities and housing associations in England the opportunity to purchase their own property at a discount, with up to £103,900 (£77,900 outside London) off the purchase price. In a campaign delivered by TMW Unlimited for the Department for Communities and Local Government, tenants will be given tools and information to help them decide whether owning their home is the right choice for them.
A flight of stairs in a house is being used as the symbol to help people climb towards their homeowning goal. To make it even clearer, the discounts available under the scheme are inscribed on each of the steps.
The campaign spans an exciting range of media including social, press ads, native digital, direct mail, door drops, static and digital out of home. The exact marketing mix is determined by what part of the country the campaign is running in. Overall activity is targeted within local authority areas with high levels of social housing properties across England.
A combination of personalised, direct mail and non-personalised door-drop leaflets will be sent to consumers known to be potentially eligible and interested in buying their own home.