A complex – and politically-sensitive – scheme, my aim was to simplify the emotional and financial benefits of home ownership, whilst channelling eligible prospects to the Right to Buy call centre and website.

Run across two distinct waves of activity that were split by a general election, I created key visuals and messaging for OOH, direct mail, door drops and social channels. 

Highlights from the latest wave in early 2016 include: 

· Direct Mail achieving an overall engagement rate of 7.1% (up 42% on the previous wave), where 85% of responders were eligible for RTB

· Door Drops to 670,876 households achieving a coupon response rate of 0.31% - well above the industry benchmark of 0.1% and an increase on the same time last year of 82%. Eligibility of responders was also good at 78%

· Facebook had a better quality of responder, too. Those who clicked through were more likely to be eligible for the Right to Buy scheme and also more likely to complete or download an application form.