Client
Utah Housing Corp
Year

2017

Roles
  • Creative Director
  • Experience Designer
  • Editor
Deliverables
  • Research
  • Scripts
  • Storyboards
  • Videos
  • YouTube Channel
  • Website Content

CHALLENGE

How can UHC inform millennial homebuyers who believe traditional marketing is all spin?

PROBLEM

80 million millennials have come of age—the demographic with the greatest buying power, but the entrance of millennials into the housing market has been delayed by student loans, limited savings, and mobile lifestyles. The misconceptions they have about down payments and credit scores discourage them from buying homes. So how can UHC inform millennials that homebuying is completely possible in a way that earns trust and shows they care?

APPROACH

Common behaviors of Millenials show they value experiences over material things and want to feel good about their purchases. With a technology savvy second to none and a fraught childhood, they’re highly informed and distrust the establishment. Yet lenders, including UHC, continued to approach homebuying in an impersonal, inflexible, and overbearing way. To show UHC wasn’t more of the same, we worked with them to engage millennial homebuyers in a concise, no BS, interactive manner that enabled self-directed learning and celebrates the emotion of finally owning a home of your own. 

SOLUTION

Demystify the homebuying process with meaningful, interactive videos.

YouTube Cards

What’s the best channel to broadcast to millennials? The one where they’re already at, and with YouTube’s new cards feature you can promote in-video on desktop and mobile. It’s an interactive approach that gives the viewer control and takes them straight to the information they need no matter where they’re at.
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Content that Resonates

Instead of burying potential buyers in charts and information, content (for videos, Youtube Channel, and website) focuses on the emotions of wanting and buying a home. We crafted meaningful narratives about the beauty of downpayment assistance and finally being able to have something real—something yours, and paired that with fun, colorful, welcoming visuals.

Animated artwork with a warm, almost pastel palette, keeps something as tedious as homebuying fun and calms the viewer by creating a friendly, safe environment to learn.
In addition to audible prompts, visual cues nudge the viewer to click the info icon in the top right corner.
At specific points in the timeline, animated prompts appear with teaser text inviting viewers to learn more.

”Bryan and his team went up and beyond my expectations in creating three YouTube videos which have received many accolades from our customers and have proven to be, and continue to be very successful.

Deon SpilkerVP Mortgage Banking
Animated characters are intentionally left featureless so viewers can imagine themselves in the role.
Cards featuring an image and call to action allow viewers to opt-in and learn more by clicking the link.

RESULTS

By the numbers.

7,600

Channel lifetime video views

210

Saved in lender training costs

100

Customer satisfaction