Putting homeownership within everyone's reach.
During an economic time when many people could only dream of owning a home, the Michigan State Housing Development Authority (MSHDA) needed a campaign to positively increase awareness of its loan products, including down payment assistance, to eligible first-time homebuyers with low to moderate incomes.
The moment when "too good to be true" actually turned out to be true.
In-depth interviews revealed that down payment assistance was welcome news to many people.
Despite their initial disbelief, focus groups were very excited to hear that the down payment help was available.
The power to grant wishes.
The disruptive - yet savvy - Down Payment Fairy earned her wings on television and in print.
TV / Video
Regional publications were used extensively to champion the benefits of MSHDA home loans, programs and homeownership products.
Making a big impact on 30-something first-time homebuyers.
Digital display and social media got everybody's attention.
Digital and Social Media
Even though she didn't have real wings, the Down Payment Fairy was a social butterfly with countless appearances in social media and digital display.
It worked like magic.
The Down Payment Fairy became a champion for homeownership across Michigan.
The campaign also won a Communications Program Excellence Award during the National Council of State Housing Agencies (NCSHA) Annual Conference in 2013.