Vistry – the UK housebuilding group behind Countryside Homes, Bovis Homes and Linden Homes – has become one of the first advertisers to use Channel 4’s new Generative AI solution, Smart Ad Engine, for TV. It is also the first property-sector brand to adopt the technology, with the campaign handled by growth marketing agency Space & Time.
The campaign marks the first TV advertising push for Countryside Homes. Titled Unlock the Door to Something New, the creative showcases a series of Countryside developments, using source material drawn directly from existing website content. Production was led jointly by Vistry’s in-house creative team and Channel 4 Sales’ creative division.
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Launching on December 3 during Grand Designs on More4, the activity will run across Channel 4’s streaming platform for the first half of December, aiming to tap into post-budget interest in the property market. A second burst begins on Boxing Day. Ads will appear across Channel 4’s extensive homes programming, with targeting focused on viewers living within a 10-mile radius of Countryside developments thanks to the broadcaster’s geo-targeting tech.
The work sits within Vistry’s broader marketing strategy spanning search, social and programmatic – all managed by Space & Time, whose Manchester office plays a key role in its northern property and homebuilder portfolio.
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.”
Founded in 2000, Space & Time is a global growth marketing agency working with brands including Jimmy Choo, Caffè Nero, O2 Retail, Save The Children and Wolf 1834. The agency has 120 staff across London, Manchester, Edinburgh, Surrey and Bournemouth, combining deep sector experience with data-driven and tech-powered media capabilities.
