Twentysix creates Barratt banner campaign

Twentysix London kicks off its appointment as Barratt Developments' digital advertising agency with a banner campaign aiming to get homebuyers booking brochures through group websites.

Twentysix London has worked with the homebuilder since 2007, recreating a new customer-focused website that offers visitors - whether first-time buyers or seasoned investors - greater functionality and improved usability.

The site went live in January.

The agency won the website brief to help Barratt Developments develop their brands in a more public-facing direction following a six-way pitch.

Now, having been appointed as Barratt's digital ad agency on the back of its website work, twentysix has delivered a cleverly targeted banner campaign to generate traffic to the new site and its regional counterpart David Wilson Homes (part of the Barratt group based in the East Midlands).

A core call to action encourages click-through from a range of banners.

The banners are designed in line with the distinctive colour palette used in the Barratt Developments website, with text in hues of green and special offers made to stand out in bold red circles.

The banner text and various offers differ depending on whether the banner sits on a property-specific site or a generic one.

By clicking through, the user then arrives on special landing pages, which feature the range of offers and a cue to search for a development.

The campaign uses re-targeting technology designed to recapture leads that click through to these pages but then leave without completing the desired actions.

They will be re-targeted via a range of banners depending on what they fail to do - not register for a 'my barratt' account; not request a brochure for a development or not forward it on to a friend.

Ian Anderson, business development and corporate director of twentysix London, said: "We are working to engage an internet-savvy audience, looking at a range of property portals and estate agent websites before visiting prospective homes.

"The entire campaign is about response-driven activity so the banners need to work very hard with clear calls to action.

"We have achieved this with a bold and straightforward design, easy-to-understand and well targeted offers and state of the art technology to maximise our success rate".

Ian Webb of Barratt Developments said: "The campaign works cleverly to drive potential customers through to our new digital home and then on to our developments in the real world - it's a very good example of how marketing can drive the customer journey.

"We are confident it will deliver some very good results".

The campaign runs for six weeks from the beginning of February across property-specific and other generic sites.

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