Known Draws on Millennial Way of Life in Campaign for Invitation Homes

There’s a growing affinity for what some are calling the subscription economy. This is primarily seen in the millennial generation but also being embraced by others. These people are leasing their music, their rides, their cars, their movies, and their homes. Invitation Homes tapped Known, for their latest campaign called “Live Freer, Lease a house” to illuminate the value of a more convenient lifestyle, celebrating Millennials for making the conscious decision to lease. 

Known’s research and strategy teams immersed themselves in behavioral data and applied advanced analytics to define target audiences and persuadable micro-segments. The team applied learnings from Known’s proprietary study of consumers (called “The Human Condition”), to better understand specific motivations for relocation during COVID. This enabled the team to identify two powerful creative directions and test them with potential customers, and the higher performing creative direction became their creative focus. Staying close during the creative development, strategists were able to ensure the messaging would resonate with the target audience while differentiating Invitation Homes in the marketplace.  

As a result, the macaw (named Pumpkin) featured in the spot was chosen to metaphorically represent the millennial generation’s tendency to “take flight” to find a new home – in this case through leasing – a viable and realistic opportunity to live the life you want without the burden and responsibility of owning a home.  

The campaign, which rolled out on March 16th, included digital video, audio, static and animated digital assets, Facebook Carousel, OOH, and more.