Shifting Perceptions to Drive Growth for Co-Ownership

Co-Ownership faced a major challenge: it was misunderstood and, worse, not even on the radar of the people it could help the most. Younger buyers thought it meant losing control of their home, and older homeowners saw it as a step backward - something only for young people starting out. These misconceptions kept both groups from considering Co-Ownership as a viable option.

Through research, we uncovered these key insights and developed a strategy that challenged these assumptions. Our approach was to make people question what they thought they knew about Co-Ownership, positioning the brand as distinctive and relevant. By balancing long-term brand-building with immediate activation, we helped Co-Ownership shift perceptions, increase awareness, and drive meaningful business outcomes.

Shifting Perceptions to Drive Growth for Co-Ownership

Co-Ownership came to us with a clear problem. Their brand was misunderstood. People thought they knew what Co-Ownership was, but they were wrong - and that misconception was hurting business. Our job was to fix that perception and get people to see Co-Ownership for what it really is: a smart way to achieve homeownership.

The Business Challenge

Before 2018, Co-Ownership hadn’t invested much in advertising. This led to low visibility and, more importantly, misconceptions about the brand. People believed it was a “last resort” for those who couldn’t afford a traditional mortgage, and many were wary of the idea of sharing the ownership of their home with another party. These perceptions were particularly strong among over-55s, who saw co-owning a home as a step backward.

Co-Ownership needed to raise awareness, correct these misconceptions, and drive immediate applications and completions.

?The Insight

Research helped us better understand Co-Ownership’s audiences and revealed new ways of looking at the challenges they face when considering it as an option.

Across all homebuyers, Co-Ownership wasn’t just misunderstood; it was far from their minds. Younger buyers didn’t consider it, and it didn’t resonate with older homeowners.

Younger Buyers

When younger audiences did consider Co-Ownership, many disliked the idea of buying a house with “someone else.” They saw Co-Ownership as losing control over their property, turning what should be an empowering step into a burden. This negative perception kept younger buyers from engaging with Co-Ownership, even though it could help them achieve their goal of homeownership.

Over-55s

Older buyers had a different perspective. When people think of?

Co-Ownership, they picture young people getting started on the property ladder - not established homeowners. The over-55s audience couldn’t see themselves as “co-owners”; to them, it felt like a step backward. Their self-image clashed with the idea of shared ownership, making the option seem irrelevant to their needs.

For both groups, Co-Ownership wasn’t even a consideration. The challenge was not just correcting their misconceptions but making Co-Ownership relevant to them.

?The Strategy

We set out with a clear objective: to make people question what they thought they knew about Co-Ownership.

?The message was simple but powerful:

“Think you know what Co-Ownership is? Think Again!”

We needed to challenge preconceptions and make the brand stand out. The goal was to position Co-Ownership as a distinctive, trusted option that was easy to recognise.

We had to ensure it didn’t just blend in with other financial services or products. Distinctiveness was crucial - people needed to recognise and remember Co-Ownership when they were considering buying a home.

Beyond immediate applications, we had to build the brand for the future. By growing mental availability and positioning Co-Ownership in people’s minds, we would create long-term demand.

The Creative

We used a relatable narrator to walk viewers through different home environments that transformed magically, showcasing a diverse range of homeowners.?

This visual journey challenged the outdated perception of Co-Ownership as joint ownership with a third party and demonstrated that it’s a modern, flexible path to homeownership for everyone.?

By combining this compelling narrative with the striking tagline, we creatively disrupted people’s assumptions and positioned Co-Ownership as a distinctive and attractive option in the market.

The Tactics

We divided our approach into two parts—long-term brand-building and short-term activation.

1. Brand Activity: We used broad-reaching media to target the entire category with emotive and consistent creative that focused on shifting perceptions. The campaign was designed to build the brand, rather than focusing on a specific product action. The challenge was media fragmentation - reaching Co-Ownership’s diverse audiences across different platforms wasn’t easy. Younger buyers were more engaged on digital platforms, while older buyers leaned on traditional media. We needed to cover all bases to make sure the message landed across age groups.
2. Always-On Activation: We deployed shorter-term, more rational campaigns that targeted first-time buyers, returners to the market, and over-55s. The insight here was that people are always in the market to buy homes. So, this activation needed to be Always On. It aimed to drive immediate applications by delivering clear, rational benefits of Co-Ownership, addressing specific concerns and showcasing the practical aspects of the products.
3. Multi-Channel Approach: To tackle the challenge of media fragmentation, we crafted a multi-channel strategy. For younger audiences, platforms like YouTube and Google Display Ads helped capture attention and drive conversions. For older demographics, we leaned into TV, radio, and out-of-home (OOH) advertising, ensuring a broad reach. We also used tools like Sky AdSmart to target specific audiences based on geography and demographics, making sure our message was seen by the right people at the right time.

The Results

Our approach delivered significant results across the board:

• Increased Brand Awareness: Brand awareness climbed to 78%, with a 12-point increase from previous benchmarks. Among the over-55s, awareness surged to 94%, proving the effectiveness of the campaign in reaching diverse audiences.
• Shifting Perceptions: The belief that Co-Ownership was only for young people dropped by 13 points. People were beginning to see the brand as a solution for a broader audience, including later-life movers.
• Campaign Recall: 44% of the population recognized the Think Again campaign, with 42% of over-55s recalling specific ads. The campaign's reach and distinctiveness clearly resonated with the audience.
• Immediate Business Growth: Our always-on activation campaigns drove over 10,000 users to the Co-Ownership website, with 320 people taking direct actions like using mortgage calculators or starting applications.
• Increased Engagement: Barriers around the complexity of Co-Ownership softened. More applicants felt confident about the process, and perceptions around the ease and benefits of Co-Ownership improved.

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