The New Way

OneDome is taking its successful “The New Way” campaign nationwide from today, following a strong response to its eight-week regional television campaign across the South of England.

The regional campaign ran across May, June, and July and reached three million television viewers. The 30-second film has also received more than two million views on YouTube.

The national rollout begins today and will run for six weeks until the end of October. It is expected to reach a further 7.6 million viewers across Britain.

The first national 30-second advert will air during Channel 4 News at 7.35pm tonight. Further spots will appear during Channel 4 News and Amazing Spaces: First Homes throughout September.

The campaign will continue during October with a mix of 10-second and 30-second adverts.

“The New Way” contrasts two very different homebuying experiences.

The “Old Way” leaves buyers coordinating separate mortgage brokers, conveyancers, surveyors, and insurers. The campaign uses humour to capture the chasing, confusion, and pressure this can create.

The “New Way” introduces OneDome’s alternative. It brings the essential services together through one coordinated homebuying service, supported by one team and one place to follow the purchase.

The national rollout marks the next major phase of OneDome’s largest brand campaign to date. It builds on the success of the regional campaign, and brings the company’s message to millions more homebuyers across Britain.

Paul Troy, chief marketing officer at OneDome, said: “The campaign uses humour to show a situation that homebuyers know all too well. Different people hold different pieces of the purchase, while the buyer is left chasing everyone and trying to make sense of it all.

“Our eight-week regional campaign reached three million television viewers, while the full-length film has now passed two million views on YouTube. The national rollout is the next major step and is expected to reach a further 7.6 million viewers across Britain.

“We want people to question why buying a home still feels so complicated, and to know that they no longer have to accept the Old Way.”

The campaign was developed with global marketing network Stagwell, alongside Forsman & Bodenfors, and Goodstuff. It is backed by a £7.5 million media-for-equity partnership with Channel 4 Ventures.

Babek Ismayil, founder and CEO of OneDome, said: “Homebuyers should not have to become project managers just to buy a home. Yet they are still expected to coordinate different companies, chase updates and carry the risk when the process goes wrong.

“We built OneDome because the system should work around the buyer, not the other way around. The response to the regional campaign showed how strongly this problem resonates with people.

“Taking The New Way national allows us to reach millions more homebuyers and show them that there is now a simpler, more coordinated way to buy a home.”