The Power of Humour - Unsworth Sugden Group

In a marketing landscape inundated with advertisements, breaking through the noise and capturing the attention of your audience is no small feat. This was precisely the challenge that Platform Home Ownership faced when they approached us for a brand awareness campaign.

Platform’s objective was twofold: not only did they aspire to boost brand visibility, but they also aimed to enlighten the public about Shared Ownership while dispelling misconceptions. Our solution was daring and effective – humour.

This humorous concept revolved around the idea of sharing things you’d typically never want to share with anyone else, all while highlighting the advantages of Shared Ownership as a practical pathway to owning a home.

Introducing the campaign, “Some things aren’t meant to be shared. Luckily home ownership isn’t one of them”.

The campaign, while etching itself firmly in memory, was designed to fulfil precise objectives. In a market crowded with noise and clutter, grabbing the spotlight was paramount. Humour emerged as the answer, injecting an element of surprise that piqued curiosity, rendering Platform Home Ownership’s campaign impossible to overlook.

This brand of humour served as a unique differentiator, propelling Platform Home Ownership beyond the established norms of Shared Ownership advertising. It painted them as industry-leaders, boldly challenging industry conventions. But the power of humour didn’t stop there. It navigated into the realm of forging emotional connections, evoking universal feelings of positivity.

Humour proved to be a bridge over the complex topic of Shared Ownership, making the subject more accessible and dismantling barriers of misunderstanding. This humorous approach ensured that the campaign’s message lingered in the minds of the audience, actively encouraging engagement and sharing, thus amplifying its impact.

We activated the campaign through a carefully selected media planning and buying strategy that encompassed an array of media channels. The goal was clear: ensuring maximum brand awareness and campaign engagement.

Our strategy included a mix of Out-Of-Home (OOH) advertising, Pay-Per-Click (PPC) campaigns, targeted paid social initiatives, precision-guided direct marketing, and a touch of influencer marketing to amplify the message. Each channel was chosen with precision, aligning seamlessly with the campaign’s core objectives.