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A problem shared
Notting Hill Housing (NHH) wanted to raise the profile of shared ownership as a viable housing option for first-time buyers in London. Octopus was tasked with highlighting the problems first-time buyers face in getting on the property ladder, and establishing NHH as an organisation ideally positioned to help them.
Octopus designed a long-term campaign to educate both the media and the public about shared ownership. In particular, it focused on highlighting the design and build qualities of NHH developments, helping to eradicate misconceptions about such schemes along the way. To support this campaign, Octopus created case studies based on customers that had bought a share of NHH properties.
In the second phase of the campaign, Octopus worked with NHH to obtain a share of voice in media discussions of broader housing solutions for first time buyers. The campaign also shifted focus to highlight pioneering NHH projects such as the Hidden Homes initiative, which identifies disused areas in London and turns them into affordable developments.
The result: Widespread coverage across national and broadcast media, helping to raise NHH's profile among first-time buyers and their families in the London area, and successfully challenge misplaced views about shared home ownership.