The company’s ‘Share a little bit of joy’ campaign was referred to by judges as “marketing genius” as it was named ‘best marketing initiative’ at the 2012 Housebuilder Awards.
It follows on from the company’s success in the same category last year, when the first phase of its ‘Our Pride ~ Your Joy’ campaign won the top honour, and in 2010, when Redrow triumphed for its innovative broadband television channel Redrow.TV.
Kim Peters, Redrow’s group sales and marketing director, said: “We are absolutely thrilled to win this award again as it’s always a very competitive category. We continually strive to be at the forefront of creative marketing in our industry and to win for a third year is a huge achievement for us.
“Our entry this year focussed on our ‘Share a little bit of joy’ campaign. We really wanted to reflect the joy our customers feel owning one of our homes so we introduced five-year-old Issy as the face of the campaign. Approaching marketing from a customer’s perspective, Issy brings our product and values to life in a fun, quirky and enjoyable way.
“It’s been a hit with our customers and we’re delighted it’s also been recognised as a success by those in the industry too.”
The judges said the campaign reinforced Redrow’s position as provider of quality family homes, adding: “Redrow has once again shown its marketing genius, winning this award for the third consecutive year with its latest campaign which follows on from the success of the ‘Our pride ~ your joy’ initiative.
“Having established the “pride” Redrow takes in its craftsmanship and customer service, Redrow turned to sharing the ‘joy’ of owning a new Redrow home. In an interesting twist, it called upon the talents of five-year old Issy to share the happy emotion through the eyes of a child.”
The campaign has included videos shown on Redrow’s own broadband television channel Redrow.TV, a national radio campaign, advertisements in national and regional press and online property portals, cinema, shopping centres, email marketing and outdoor posters. It has helped to produce a huge increase in traffic to Redrow’s website and also a massive increase in those viewing the company’s own broadband television channel, Redrow.TV.
Creative work for ‘Share a little bit of joy’ was the work of Redrow’s in-house marketing team, based at St David’s Park, Flintshire, who collaborated on the films with various digital interactive marketing agencies.
Organised by Housebuilder Media, the leading information provider for the housebuilding industry and publisher of Housebuilder magazine, the annual awards feature several categories for innovative design, product development, sustainability, regeneration and community involvement, as well as marketing.
Redrow Homes is one of the UK’s leading house builders, operating across England and Wales, with a strong emphasis on high quality family housing in prime locations. Its New Heritage Collection of family homes combines traditional looking, ‘Arts & Crafts’ influenced exteriors with bright, modern, high specification interiors. Established more than 35 years, the company has won numerous awards over the years. Redrow received a 5* Award in the Home Builder Federation (HBF) annual customer satisfaction survey in 2011 and 2012; collected the Gold award in the Large Housebuilder category of the 2011 What House? awards; and its ‘Share a little bit of joy’ campaign was named best marketing initiative at the 2012 Housebuilder Awards. Web: www.redrow.co.uk.