Housing Election | SpareRoom
Branded content programming
THE BRIEF
SpareRoom is the UK’s leading platform for affordable flat and house sharing, connecting people looking to rent, share, or let out a room in their property. We were approached to support their Raise the Roof campaign, an initiative aimed at tackling the ongoing housing crisis in the UK, by creating a series of branded content in the lead-up to the General Election.
OUR APPROACH
Working closely with the communications team we developed a creative treatment that allowed users to directly ask parliamentary candidates questions, creating a series of videos addressing key issues such as letting agent fees, rent controls, getting onto the housing ladder, property standards, and affordable housing supply.
Produced during purdah and in full compliance with Ofcom’s broadcast election regulations on impartiality, we invited representatives from the five main political parties to a studio set up in SpareRoom’s London offices for filming.
Additionally, we filmed interviews with each candidate, hosted by SpareRoom’s Communications Director, where they discussed current legislation and solutions to the housing shortage, as well as ways to encourage more homeowners to rent out their spare rooms.
The videos were distributed on YouTube, featured on a branded microsite, and shared across social media in the lead-up to the General Election. As a result, SpareRoom’s Raise the Roof campaign played a key role in influencing the Chancellor to increase the tax threshold in his first budget.
We chose Digitom for their experience, turning a good project into a great one. Their attention to detail resulted in a set of films we’re incredibly proud of.
Matt, Communications Director
ACHIEVEMENTS
