Member Article

One Builds On Success With Construction Award Nod

Manchester-based integrated communications agency, One, has been recognised for a children’s book it devised for national homebuilder, Taylor Wimpey.

Shortlisted in the ‘Best Property and Construction Campaign’ category of the 2018 Northern Marketing Awards, ‘How We Build Your Home’ is a 14-page paperback book which aims to provide process, timescale and health & safety information to kids in a fun way.

Having worked with Taylor Wimpey for around a decade, One proactively pitched the children’s book to change the way that the client viewed PR and demonstrate that it can be ‘colourful and fun’ outside of the day-to-day press office function.

The book also ties in nicely with the firm’s commitment to incentivising young people into construction and support its ‘homebuilder that cares’ strapline.

Born from a series of brainstorms, including an agency-wide session, the rhyming book utilises bright colours and explains safety messages in a simple but effective way. It also aims to help children to understand the psychology of the home-buying process and assist them with visualising living there.

The book was copywritten, designed and created in-house and One acquired input from across the Taylor Wimpey group, including the business unit, health and safety, production and sales & marketing teams, to ensure that the content was factual and featured the correct equipment.

Featuring fields, cows, diggers and wheelbarrows, the book also includes a counting and ‘hunt the toolbox’ game, a fun maze and removeable colouring-in page.

The first print run was for 2,500 copies and the book was such a success with TW head office, that the initiative was rolled out nationally for World Book Day 2018 with a further 3,500 copies

Alex Hamilton, head of PR & Social at One, said: ‘How we build your home’ does what it says on the tin and explains the whole process from acquiring the land to handing over the keys, all explained with Taylor Wimpey mascots Handy Andy and Milly Mortar.

“One of the first books to be produced by a homebuilder, How We Build Your Home has been a resounding success. Aside from its prime function of being a useful asset to add real value to the house buying process, the book has achieved coverage across the UK in consumer and trade titles, as well as a mention in a national newspaper.”

Anna Powell, head of Marketing at Taylor Wimpey UK Ltd, added: “How We Build Your Home’ was a great idea and when word got out about the first edition, it spread like wildfire across the company and many business units wanted to get involved.

“Once the campaign had made its mark in the North West, One made a compelling case for rolling it out across the UK and National Book Day 2018 provided the perfect platform for the cause.

“Typically, national campaigns are led by us at head office, so it was refreshing to see the business units champion the cause to bring the initiative to fruition.

“We’re really proud to have delivered a ‘feel good’ campaign that simply served as a gift for the communities we build in.”

This was posted in Bdaily's Members' News section by One .