How a naked man sold our homes.
We needed to move the conversation from bricks and mortar to personality and people.
Rawson Homes is a home builder that makes architecturally designed homes at affordable prices.
The problem was, everybody else was claiming to do the same thing. We needed to move the conversation from bricks and mortar to personality and people.
Buying a home is an emotional journey. People fall in love with a home first and then think about how they can afford it. We decided to shift the conversation away from a features and benefit story, and focus on the lifestyle that a Rawson Home delivers.
We created a full integrated campaign across TV, Radio, Print and digital as a well a bespoke landing page.
Using our insight that people are more comfortable at home than anywhere else, we took everyday relatable stories and demonstrated how they play out when you're in a Rawson Home.
We identified three relatable moments across our different audiences – up-sizers, young families, and single/double income earners. We examined each ritual and demonstrated how the right home becomes a facilitator in making these moments extra special.
We created a full integrated campaign across TV, Radio, Print and Digital. This fully immersive campaign repositioned Rawson Homes as a home builder that understands the way people want to live. The success of the campaign has seen an extension of the strategy being developed for launch 2019.