Redrow: Creating a Better Way to Live

The Challenge

To highlight one of Redrow Homes’ key brand purposes – to create a better way to live.

 

The Idea

We set about examining the proof points – and two in particular stood out to us. Firstly, Redrow Homes continually evolves its house types, listening to feedback and incorporating elements customers say they want from a home. Secondly, more than £13m of its section 106 contributions have gone into education – the equivalent of around 1,000 school places.

This inspired our campaign: Archi-tots. We called out for budding designers and artistic achievers, aged four to nine-years-old, to design their very own house – with the promise that the winner would be paid a £500 salary, and elements of the designs may be incorporated into Redrow Homes’ Heritage collection.

 

The Results

  • This local campaign resulted in 10 pieces of regional coverage for just one development with more than 50 children submitting their designs
  • Long term, the venture gave rise to a valuable school partnership which the region continued to build on through the likes of health and safety talks, hedgehog home donations, and the donation of a Buddy Bench
  • The social content from the campaign proved to be one of the top performing posts for the entire company during the campaign period
  • The true impact was shown when the concept was rolled out to all regions to implement, with the in-house HR team then looking at ways to create further longevity with their budding Archi-tots