Simple Life launches UK’s first SFH BTR TV advert

Build to Rent provider Simple Life launches the UK’s first ever single-family housing (SFH) Build to Rent TV advert, as part of a wider brand awareness campaign.

Simple Life launches UK’s first Build to Rent TV advert | BTR News

Part of the Sigma Capital Group, Build to Rent provider Simple Life has launched its inaugural TV advertising campaign – ‘Go Get the Simple Life’ – marking a first for the Build to Rent sector. 

The new TV advert – focused on the North West of England – is a part of the company’s wider brand awareness campaign. Simple Life worked with both the creative agency MindField and media agency Focus Agency Group on the campaign.

The campaign focuses on an empowerment message of ‘Go Get the Simple Life’. This positions tenants as customers and puts the power back in their hands, as many young families struggle to realise their dream home due to hefty deposits and high mortgage rates, and where private renters have felt the pain of a sub-standard rental experience. The concept is lifestyle-led, showcasing memories, feelings, freedom and stability.  

“Our ‘Go Get…’ creative concept is an emotional, benefit-driven look at how living in a Simple Life Build to Rent home could make you feel. A beautiful, high-quality, new build home with Simple Life turns the ‘stop-gap’ mindset of renting on its head and enables you to ‘go-get’ the home and lifestyle you desire right now.” 

John-Paul Hughes, Executive Creative Director, MindField

Sky AdSmart has been selected for TV to specifically target demographic segments via IP addresses, with web attribution being used to measure performance and ROI. The wider campaign includes out of home advertising across NW and NE and PMAX, across all Simple Life regions. 

“It’s great to work with Simple Life on the placement of the first ever TV advert for the Build to Rent sector. One of the barriers to brand awareness campaigns is the trackability and proving results, but by using Sky AdSmart, we’ll be able to target the advert at non-homeowners and really showcase the benefits of a way of renting that they might never have thought about.” 

Nicole Eve, Managing Director – BtR, Focus Agency Group

Simple Life specialises in single-family housing (SFH) and offers high-quality homes that meet the growing needs of renters across the UK – from Scotland to Somerset.

This latest brand awareness campaign follows Sigma’s market research insights, which revealed that 39% of those surveyed were not familiar with what Build to Rent is.

With 6,000 homes built, spread across 26 UK counties, Sigma is in a unique position to focus on overarching brand awareness rather than limiting their marketing to a scheme-by-scheme basis.

They hope this will also be of benefit to the SFH Build to Rent and wider Build to Rent sector. 

“At Simple Life, we’re passionate about flying the flag for all that Build to Rent has to offer, and it’s important that we show people that they can have everything they want – a garden, a pet, a home office – whilst renting.” 

Vicky Fryer, Marketing Director, Sigma Capital and Simple Life