OneFamily TVC still from LISA campaign
OneFamily TVC still from LISA campaign
OneFamily TVC still from LISA campaign
OneFamily TVC still from LISA campaign
OneFamily TVC still from LISA campaign

OneFamily Lifetime ISA TV commercial


The Challenge

OneFamily have ambitious goals to help tens of thousands more young people get on the property ladder, through increased uptake of their Lifetime ISA. Their marketing spend had historically focussed on performance marketing, which was only getting them so far compared to the much greater brand advertising spend from larger competitors. However the business was nervous of investment in advertising that would take a long time to deliver a return.

Our Approach

To achieve the business targets, we collectively recognised that performance marketing alone  wouldn’t suffice – we needed complementary advertising spend to drive both efficiency and scale. However to secure wider stakeholder buy-in this would need to be delivered through a media strategy and creative approach that could both deliver sales efficiencies across both the short and the long term.

Following our fresh customer insights and resulting creative strategy we inspired a decision to invest in a TV commercial that’s being launched on Video On Demand channels (ITVx, Netflix and Prime) and YouTube which we anticipate to deliver both short term and long-term uplifts to prove ROI before wider brand advertising investment.

Creative approach:

Our analysis revealed that the other Lifetime ISA providers were all speaking the same language – rates, terms, and product benefits. None were making meaningful emotional connections with the 18-39 target demographic – a generation facing unprecedented homeownership challenges.

So our strategic approach focused on gaining a deeper understanding of our target audience that would enable the OneFamily brand to establish greater brand likeability, trust and impact.

We recognised that our ambitious 20-35 year old target audience are frustrated by the misconception that if they ‘drank fewer oatmeal lattes and ate less avo toast’, they would all have their own homes by now. We aimed to establish OneFamily as a voice for people who feel ignored – or worse, patronised by unhelpful advice. From these insights, we developed the creative positioning: “We get it. We get you. And we’ll help you get there” acknowledging the real struggles faced by first-time buyers, framing OneFamily as an ally and partner that can help them achieve their goal.

The advert humorously brings to life a smarter way to save for a first home without having to put their life on hold and that can put naysayers in their place!

The advert concept was tested via an animatic prior to launch on System1 (achieving the highest star rating possible 5.9!) to give the business the ultimate confidence boost in the approach.

The lifetime ISA campaign was launched with:

  • A TVC airing in July
  • Refreshed, modernised brand guidelines
  • A suite of social media assets

Social videos were also recorded with the cast that spoke directly to our audience and promoted on TikTok and Instagram to drive greater campaign efficiency:

  

 

The results

By tackling the overreliance on generic search head-on, the campaign improved performance through smarter structural consolidation (between existing Google and Meta accounts) and built clear brand salience. Crucially, it demonstrated that upper-funnel investment isn’t a long game reserved for later – it can drive meaningful, short-term sales growth in this complex category.

Reach & Engagement

  • Reached 53% of all UK 18–24s within three months via YouTube alone.
  • Achieved 40% ad view rates on CTV, significantly above platform norms.

Commercial Impact

  • New Lifetime ISA accounts up 176% YoY
  • Q4 new Lifetime ISA accounts up 241% YoY
  • January 2026 up 300% YoY

The results exceeded expectations and proved that brand-led CTV investment can drive immediate commercial impact.

 

Production and Creative team credits:

Aleks Kingo, Creative Director @ AWA

Neil Linpow, Director @ Big Trouble Films 

 

View a selection of our other multi-channel campaign work here.

Sectors

Services