Cala Homes' UK-wide 'Just Ask CALA' marketing campaign has scooped the top honours at the Homes for Scotland 2012 Awards.
The ground-breaking campaign, which proved a major boost to increasing both CALA's site visits and website viewing figures, was awarded the Best Marketing Campaign at the prestigious ceremony, attended by more than 700 industry professionals.
The 'Just Ask CALA' campaign was launched in June 2011 and helped deliver a 12% annual increase in CALA's UK home sales. It marked a significant departure in how CALA communicates to the UK buying public. Key aspects of the campaign included highlighting the housebuilder's approachability, openness and flexibility using an innovative range of traditional and digital marketing platforms.
Judges comments included recognition that the campaign: "represented a classic example of how to respond effectively to changed market conditions."
The judges were also impressed with the "admirable thoroughness" which was included in every element of the marketing mix. Additional comments included: "With a proposition appealing to the widest possible range of buyers, 'Just Ask CALA' was deemed to be a classic and pithy expression of the open sale question, suggesting approachability, flexibility and a readiness to respond to the individual needs of the customer."
Welcoming the award, CALA's National Sales and Marketing Director Sue Parry said: "We are pleased to be recognised by industry peers for our innovative approach to marketing during continuing tough trading conditions.
"But what is even more satisfying is that our buying public are responding positively too. We used the campaign to send out a clear message that all potential buyers have to do is call in to one of our developments and 'ask' - and we will do everything in our power to facilitate their move to a CALA home, including offering part exchange, assisted deposit and stamp duty paid.
"By adopting such a collaborative and open approach to providing excellence in customer service, supported by a wide range of incentives, we are now generating a significant uplift in sales, leads and website traffic."