CLIENT: Peet – Lightsview

The Brief.

Provide a strategy and creative execution that moves away from the typical property marketing approach. In a crowded field of advertisers pushing the $40k HomeBuilder Grant the creative needed to ’stop the scroll’ and provide a different point of view on the grant scheme.

The strategy.

There was to be no other media (traditional ads, TV, outdoor or radio) support for this mini campaign so a suite of digital ads through social media channels decided upon, these were to be lead with a 30 video to gain ad reaction and lead generation. Targetted at those who were considering, but not committed to buying a home, those who were interested but had been locked out through affordability issues, to buyers already in the market making their final choices. We really needed a hook to stop these targets looking elsewhere – Enter Grant The Homebuilder.

The results.

Flipping the term ‘Home Builder Grant’ we created an engaging character, Grant the Home Builder. Grant, our rough-and-ready tradie, takes us through a series of exercises designed to help purchasers really stretch their budgets.

Grant encouraged viewers to ‘Stretch a Great Deal Further!’ in a friendly, upbeat manner which saw a massive leap in ad engagement resulting in all Lightsview Urban Garage 2 product being signed under contract in less than 25 days.

Expertise:

• Social Media Advertising Campaign

  • Concepting

  • Copywriting

• Video production

• Digital Marketing Campaign

• Media Buying