Genie, Brand Re-launch

One of the biggest issues facing home buyers is the large deposit needed. When Genie was created to offer an alternative to mortgages and renting, we were appointed as the lead agency to re-launch the brand. We were tasked with developing a campaign and website to build awareness, create excitement and increase footfall.

We launched a straight talking, regional campaign aimed at first time buyers. The creative idea was to visually communicate that Genie financially ‘opens doors’ to home ownership. Print and radio were used to increase credibility and awareness, build trust and improve understanding. Direct mail targeted warm prospects, while digital media directed traffic to the new website, which we co-ordinated using our strong understanding of user-centred design.

The website is sleeker, more interactive and simpler to navigate. There has been a 50% increase in the number of enquiries seen before the launch which has achieved an increase in viewings, reservations and completions.

On the day of the site launch, the number of visitors rose by over 1000% and the average visit duration by almost 3 minutes.

The Works did a great job building the Genie brand following extensive research. I look forward to working with them when we go national.

Fay Watson
Head of Marketing, Genie

The key to this campaign was to keep communications as simple as possible in order to build trust and understanding of a revolutionary, new financial product.

Emma Appleby
Account Director