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Orbit’s latest digital marketing campaign highlights shared ownership to first-time buyers

Orbit’s latest digital marketing campaign is designed to highlight the opportunity provided by shared ownership, as a way for first-time buyers to get on the housing market.

Orbit’s latest digital marketing campaign is designed to highlight the opportunity provided by shared ownership, as a way for first-time buyers to get on the housing market.

Through a short, humorous animation, Orbit provides the facts around shared ownership as well as highlighting the benefits and dispelling some of the myths around it. The film has been used in a tailored email campaign and is available on Orbit’s YouTube channel and website. 

“We wanted to highlight this as a buying option because some first-time buyers either hadn’t considered it or had discounted it without knowing the facts,” explained Lesley Marsh, Head of Brand and Content at Orbit. “Most first time buyers think they can’t afford a brand new home, but shared ownership gives them that option for as little as £3,000.

“The UK is in the midst of a housing crisis and it is important, now more than ever, to provide a range of affordable buying options. Shared ownership is one of those options, yet not many people know much about it. We wanted to cut through the noise and tell a simple story in an engaging way, which would appeal to a younger audience.”

PO’sh Creative devised the animation and liaised with Orbit’s design and campaigns team to create the final version. 

Jan Patalong, Creative Director and Co-founder of PO’sh, explained: “Our brief was to dispel some of the myths surrounding shared ownership in a way that was fun and different to the typical and often dry explainer style animations out there. We wanted to engage with and appeal to a first-time buyer audience and are really pleased with the short and punchy execution we achieved.”

The film can be viewed here https://www.youtube.com/watch?v=3eSoRyzsIps

Orbit is one of the UK's leading developers of new homes for affordable and social rent.