Vistry Group has launched its first TV ad campaign, becoming one of the first brands to utilise Channel 4’s ‘Generative AI solution’ – Smart Ad Engine.
The ads, a first within the property sector, are for the Group’s Countryside Homes brand, and the collaboration is being managed by global growth marketing agency, Space & Time.
Entitled ‘Unlock the Door to Something New’, the advert was created using generative AI, with the engine working from Countryside’s existing website and asset library to deliver the full piece, including the animations. The final execution has been produced by the advertiser’s in-house creative team alongside Channel 4 Sales’ creative team.
Launching with a debut spot during Grand Designs on More4, the campaign will air on Channel 4’s streaming platform for the first two weeks of December to capitalise on the post-budget demand, with a subsequent two-week burst starting on Boxing Day. The ads will appear across the broadcaster’s extensive portfolio of ‘homes’ programming, using Channel 4’s ad-targeting technology to target viewers within a 10-mile radius of Countryside developments.
The activity forms part of Vistry’s wider marketing strategy, which includes search, social and programmatic advertising, managed by Space & Time.
Sam Hicks, head of advertiser strategy at Channel 4 Sales, said: “We’re delighted to partner with Countryside as we continue to open up the power of TV through a range of innovations, including our Gen AI offering Smart Ad Engine.”
Justin Stracey, executive director at Space & Time, added: “For as long as I can remember, there’s been a desire from brands to harness the power of TV, but the barrier to entry has always been the disproportionate cost of producing respectable creative. This technology changes all that and will open the door for brands to realise the opportunity of TV as part of their marketing strategies.”
