Simple Life launches first ever build-to-rent TV advert in the UK

Simple Life, the build-to-rent provider with over 6,000 properties in the UK, has launched its inaugural TV advertising campaign, “Go Get the Simple Life”, marking a first for the build-to-rent sector.

Simple Life, part of Sigma Capital Group, has launched the TV advert as part of a wider brand awareness campaign, focused on the North West of England. The professional landlord is the UK’s leading BTR provider specialising in single family housing across the UK from Scotland to Somerset, offering high-quality homes that meet the growing needs of renters.

Simple Life has worked with creative agency, MindField, on the campaign as well as media agency, Focus Agency Group. Sky AdSmart has been selected for TV to specifically target demographic segments via IP addresses, with web attribution being used to measure performance and ROI. The wider campaign includes out of home advertising across NW and NE and PMAX, across all Simple Life regions.

The latest brand awareness campaign follows Sigma’s market research insights which revealed that 39% of those surveyed were not familiar with what build-to-rent was. Sigma is in a unique position as one of the few BTR providers with geographic spread of over 26 counties across the UK and over 6,000 homes built, that they are able to focus on overarching brand awareness rather than limiting their marketing to a scheme by scheme basis. They hope this will also be of benefit to the single family BTR and wider BTR sector.

The campaign focuses on an empowerment message of “go get the Simple Life” – positioning tenants, very much as customers and putting the power back in their hands – in a country where many young families are struggling to realise their dream home due to hefty deposits and high mortgage rates and where private renters have felt the pain of a sub-standard rental experience. The concept is lifestyle-led, showcasing memories, feelings, freedom and stability.

Vicky Fryer, Marketing Director at Sigma Capital and Simple Life said:

“At Simple Life, we’re passionate about flying the flag for all that BTR has to offer, and it’s important that we show people that they can have everything they want – a garden, a pet, a home office – whilst renting.”

Nicole Eve, Managing Director – BtR at Focus Agency Group added:

“It’s great to work with Simple Life on the placement of the first ever TV advert for the build-to-rent sector.

“One of the barriers to brand awareness campaigns is the trackability and proving results, but by using Sky AdSmart, we’ll be able to target the advert at non-homeowners and really showcase the benefits of a way of renting that they might never have thought about.”

John-Paul Hughes, Executive Creative Director at MindField commented:

“Our ‘Go Get…’ creative concept is an emotional, benefit-driven look at how living in a Simple Life BTR home could make you feel. A beautiful, high-quality, new build home with Simple Life turns the ‘stop-gap’ mindset of renting on its head and enables you to ‘go-get’ the home and lifestyle you desire right now.”

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