NATIONAL HOMES GOES ‘3D’ WITH BCY

National Homes, a division of BGC, has recently rebranded after just over 10 years.National’s repositioning in the market has been kicked off with a new advertising campaign designed by Bowtell Clarke and Yole, offering a new way of viewing a home’s floor plan in a ‘3D’ perspective.

“This new way of presenting National’s floor plans has attracted a lot of interest. Most clients have commented on how ‘common-sensical’ the whole approach is. The bi-sectional view of the home offered a more visually appealing and conceptually comprehensible layout,” said BGC Strategic Marketing Manager, Eddy Ciciriello.

The concept of 3d floor plans stemmed from psychological research testing the age old debate that men and women navigate differently. Studies have shown that men on average have a greater understanding of spatial concepts than women. These studies also show that the male brain works in a more vectoral manner, whereas the female brain relies more on the use of signs and landmarks.

“For so long builders have advertised floor plans in seemingly ‘flat’ housing footprints.  Meanwhile, a significant number of females, and males to that effect, told us about their difficulty in conceptualising plans. We came up with this change to appeal to the female component of the traditional family buying group,” said Ciciriello.