A TWO-month long consumer campaign to mark the 75th anniversary of developer Miller Homes has begun, spanning social media, radio, press and PR, to drive footfall post the General Election, and the run up to this year’s World Cup.
The ‘Birthday Bonanza’ campaign will begin over a two week period in May, when the house builder will offer visitors to its developments and its website the chance to win holidays, iPods and £7,500 in cash in a bid to maximise the recent upturn in the property market.
The campaign creative was by The Union, with the holidays promotion sourced through Union Connect. Media buying is by Space & Time, and national PR handled through Willoughby PR.
The company’s social media activity will also be used throughout the campaign in a bid to promote the offer.
Says a spokesperson: “In June, regional winners of the eight holidays will be given the chance to win the cash prize with visitors to the website deciding the winner through a specially created voting application, with every voter being entered into a competition to win an iPod Shuffle with daily draws being made over another two-week-period.
“The campaign is being promoted across regional press, six radio networks, geo-targetted Facebook advertising, with PR support alongside regular status updates on Facebook as well as daily Tweets being made and a profile of the winner being added to the company’s YouTube channel.”
Sue Warwick, national sales and marketing director of Miller Homes, said: “The property market has certainly picked up this year but we are conscious that the British public has a lot of distractions at the moment – with the General Election, World Cup and then summer holidays.
“We don’t want to lose momentum at this critical stage in our business recovery so opted to invest in a completely new type of marketing initiative for us, as a business. It seemed appropriate to wrap this up in our 75th anniversary celebrations which kicked off internally in November last year.”
Ian McAteer, group chair of The Union, said: “The market is still very competitive and this promotion is designed to give Miller Homes somehting to shout about and to help drive footfall to developments. The Miller product is excellent and experiecne shows that once customers see a property conversion levels are very strong. This campaign is a good exmaple of several agencies collaborating to deliver a fully-integrated promotion.”
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