Aiming to create an immersive viewing experience and showcase our premium Heritage Collection homes, a cutting-edge fly-through video has been shortlisted for a PRCA Digital Award.
The only first-person view drone footage shot in the UK, impressively filmed in a continuous single take, the video encapsulates community spirit and the beautiful design of our Heritage properties.
It has been shortlisted in the ‘best use of video in a campaign’ category and winners will be announced at the ceremony in London on March 30.
Tom Roberts, group communications and content manager, said: “Differentiating our premium homes above other newbuilds and second-hand properties is a perpetual challenge for the business and key to unlocking larger market share.
“To tackle this, we launched a ground-breaking fly-through video, doing something no other housebuilder has and bringing our exceptional product to life through ambitious uninterrupted footage of neighbours getting ready for a big garden party.
“It forms a hero piece of content for our ‘A Better Way to Live’ campaign and encapsulates the premium experience of living in a Redrow home.”
Expert filming was undertaken at Allerton Gardens in Liverpool by Aerial Photography Ireland. Overall artistic direction on the campaign was led by our in-house marketing team and creative communications agency DRPG.
The film has featured online and across social media, amassing 20 million digital impressions, and generating an additional 194 development visits equating to c£6 million in revenue.
To date it is the most viewed YouTube video created by any housebuilder, with its 1.8million views doubling figures achieved by the next best performing film.
The PRCA Digital Awards are taking place on March 30 at the Marriott Grosvenor Square Hotel, London. For more information see www.prcadigitalawards.com.
To view the impressive film visit www.youtube.com/redrowhomes.
