How a naked man sold our homes

We developed a comms strategy that kept the customer at the heart of the campaign.

Rawson Homes is a home builder that offers affordable home solutions, designed by architects for the way we like to live. In a highly competitive and contracting house building market, it was time to put our money where our mouth is - in a big way.

To stand out from the crowd, Rawson Homes transformed their business model to introduce base pricing and a new range of upgrades to offer customers genuine choice and personalisation: Custom Collections.

We wanted to launch this step-change with a bang. We developed a comms strategy that kept the customer at the heart of the campaign; inviting them to tailor their space by saving on the things they don’t need, and investing in the things they do.

We built on the new ‘A Place to be Yourself’ positioning by heroing our customers’ personality in those special moments, big and small, that take place within the home. From stealing away to the bath for some luxurious me-time to cooking up a storm for the kids, we used relatable snapshots of daily life to show how Custom Collections can really enhance time spent in our favourite spaces at home.

We created a fully integrated campaign that ran across primetime TV, digital, social media and point of sale across all display locations. Within 24 hours of the campaign launching, web traffic was up by 50%.