Berkeley, Mortgage Subsidy Campaign
A mortgage subsidy campaign for Berkeley.
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How we helped
We were tasked with creating an incentive-led campaign for Berkeley. The campaign ran during January and February, addressing challenges faced by potential home buyers. The campaign, called Mortgage Subsidy, was available across multiple Berkeley developments and offered a solution to the financial concerns that many buyers were experiencing.
The brief
We were asked to develop a range of assets that would effectively promote a campaign that Berkeley was running during the new year. The objective was to emphasise the Mortgage Subsidy incentive and help potential homebuyers navigate the uncertainties of the housing market, ultimately helping them to buy their dream Berkeley home.
The strategy
Berkeley’s Mortgage Subsidy incentive was designed to provide support to customers who were struggling to get onto the property ladder, or second steppers who wanted to move but were worried about the financial implications of doing so. The goal of the campaign was to drive awareness, highlighting Berkeley’s pledge of paying off a portion of the buyer’s monthly mortgage repayments for two years. This incentive also had added extras, including no service charges for two years, and a monthly contribution to cover rising energy bills.
We created a range of assets, including a series of emails, social media posts, and programmatic banners to promote the incentive to those already on the development database and those in the wider public. The objective was to drive engagement and awareness of the incentive to ultimately generate leads.
