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 housetypes, listening to feedback and incorporating elements customers say they want from a home. Secondly, over £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 ten pieces of regional coverage for just one development with over 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 inhouse HR team then looking at ways to create further longevity with their budding Archi-tots