While LABC Warranty’s audience consists of land developers, builders and self-builders, their product and services have a much wider impact. So we wanted to tell a bigger story.
There are lots of social issues surrounding the sector, from the cost of purchase to the integrity of new builds. It’s an important subject to everyone because our home is our own personal space where everyday life unfolds.
Taking this emotive angle, we wanted to make property personal.
We built datasets for our campaign which spanned across three very interesting story angles:
The campaign was delivered on time and under budget and in its first 10 days started to pick up extensive coverage in the media starting with an exclusive, full cover article in The Guardian.
From there, the campaign and data went “viral”, picking up national, international and industry coverage.
Structural warranties and building insurance; it’s not very glamourous. However, by focusing our data-led approach to digital on broader social issues, we have successfully positioned LABC Warranty as an authoritative voice when it comes to addressing challenges within the housing industry.
Not only did we exceed expectations in terms of:
We also managed to: