Winner of

Customer acquisition

Right to Buy, The Department for Communities and Local Government

DS16 Customer acquisition

Entered by: TMW Unlimited

Project name: Home Sweet Home

Additional agencies: Carat, The Letterbox Consultancy, Lloyd James Digital

The Right to Buy campaign had the tough task of delivering uptake of the scheme on a tight budget among a narrow target group, but one that spans the whole country - people who are eligible to buy their council home. The direct marketing approach blended multiple data sources including proprietary research, audience profiling, digital fingerprinting and Facebook Custom Audiences, resulting in communications that achieved 345% better conversions than the previous wave of the campaign.

Judges' comment: "A brave execution of a challenging brief with great results."

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