Vistry, the UK housebuilder behind Countryside Homes, Bovis Homes and Linden Homes, has become the first property-sector brand to use Channel 4’s new generative-AI ad solution, Smart Ad Engine. The company is launching its first TV campaign for Countryside Homes using the AI-powered tool.

The campaign places Vistry among the very first advertisers to adopt Channel 4’s technology, with the collaboration delivered in partnership with global growth marketing agency Space & Time.

Entitled ‘Unlock the Door to Something New’, the creative features a selection of the house builder’s developments, with source material harnessed from the brand’s existing website content. The final execution has been produced by the advertiser’s in-house creative team alongside Channel 4 sales’ creative team.

The campaign will now 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.

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.”