The Task

Government incentives increased the number of first homebuyers into the market, which presented a unique opportunity for developers.

Delfin is not usually associated with the first home buyer market. So OBM was asked to create a campaign that would appeal to them. We knew from research that this audience perceives home buying as complicated and confusing, which presents a barrier to purchase.

The Solution

OBM created the offering "Easy Street" to sum up how Delfin made things simple for the first home buyer via a one-stop-shop approach. A campaign was developed to express this, using TV, press, social media and direct mail. The campaign used the analogy of a GPS navigation device to demonstrate Delfin's helpfulness and also to appeal to the demographic in question.

The Results

Delfin successfully positioned themselves as an appealing choice for first home buyers. The increase in enquiries led to a record amount of sales from a previously untapped market