Skipton Building Society has launched an experiential marketing campaign to highlight the growing challenges renters face getting onto the property ladder.
Created to mark the third anniversary of Skipton’s Track Record Mortgage, the campaign, titled “Locked Out”, transformed Manchester’s Spinningfields Square into an interactive experience designed to bring the realities of renting and saving for a deposit to life.
Fronted by The Traitors winner Harry Clark, the activation centred around a large locked door representing the obstacles many renters encounter when trying to buy their first home.
Visitors were invited to choose from a collection of keys, with only one unlocking the door and revealing a £3,000 cash prize.
The creative concept was inspired by new consumer research commissioned by Skipton Building Society, which found that 73% of aspiring homeowners feel “locked out” of the property market and that one in three renters are saving £100 a month or less towards a deposit.
The campaign was developed in partnership with agency 72Point and combines consumer insight, experiential marketing, media relations and influencer engagement to spark conversation around the housing affordability crisis and raise awareness of alternative routes to homeownership.
By creating a physical representation of the barriers renters face, Skipton sought to turn a complex financial issue into a highly visual and relatable public experience.
The installation encouraged passers-by to engage with the campaign, share their experiences and learn more about the challenges many renters face despite demonstrating an ability to meet substantial monthly housing costs.
Harry Clark, who appeared at the activation, shared his own experience of saving for a first home after moving back in with his parents.
“Speaking to renters at the event, it was clear so many people are facing the same challenges,” he said. “It’s not always about being able to afford a mortgage; it’s about overcoming that initial barrier of a deposit.”
The campaign supports Skipton’s wider mission of helping first-time buyers access the housing market and highlights its Track Record Mortgage, which enables eligible renters with a strong payment history to purchase a home without a traditional deposit requirement.