Rawson Homes makes it personal with new ‘Custom Collections’
The integrated launch campaign by Focus Creative heroes the choice and personalisation offered to customers with new ‘Custom Collections’.
Following Rawson Homes’ rebrand on its 40th anniversary last year, the volume builder has introduced a fresh business model in an effort to stand out from the crowd with a more customised approach to home building.
The playful campaign, shot by Red Door Production, highlights the unique tailored ‘Custom Collections’ offering, inviting customers to ‘save on the things they don’t need, and invest in the things they do’. Featuring an aspiring chef, a luxury lover and an over-competitive mum, the creative builds on Rawson Homes’ new ‘A Place to Be Yourself’ positioning, heroing those special moments big and small that take place at home.
Commenting on the campaign, Alex Pettigrew, Head of Marketing at Rawson Homes, said: “With this new campaign we were keen to reinforce that Rawson Homes is about the people as much as the home itself, with homes designed and built for the way we know customers like to live. ‘Custom Collections’ offer the chance for customers to personalise their space, and build a home that truly embraces their passions. The campaign brings this to life through relatable everyday moments at home, where we’re more ourselves than anywhere else.”
Carlos Jonmundsson, owner of Focus Creative, added: “We were excited to work with a client who shares our vision of putting the customer at the heart of everything we do. We’re passionate about creative that illustrates this people-centric philosophy, showing why customers choose to build with Rawson Homes over the competition.”
The campaign, planned and bought by media house Avenue C, launched with primetime spots around Masterchef, and is running on TV across NSW and ACT throughout May.
The video creative is supported by a targeted campaign across digital display, pre-roll and social, as well as new point of sale assets featuring at display locations statewide.