Housemates aren’t really mates
As one of four new home brands within the Summit Homes stable, Easystart Homes has recently undergone an extensive repositioning exercise to focus its offering on the unique needs of first homebuyers. As part of the repositioning, Summit Homes has taken a different approach by launching an animated web film design to reflect to the situation many first homebuyers find themselves in prior to getting their own place.
The two minute web film, ‘Housemates aren’t really mates’, was produced by Marketforce in collaboration with Zac Creative and Brainestorm, and is part of an integrated campaign giving potential first homebuyers the chance to win $5,000 courtesy of Easystart Homes.
The campaign, which features a dedicated website, facebook group and online banner ads, calls for “your worst horror housemate story” to go into the running to win the five grand.
Summit Marketing Manager Denise Johnson said “‘Housemates aren’t really mates’ is exactly the sort of creative approach we were looking for to get noticed and help position the Easystart brand to a very elusive audience.
We wanted to engage young first home buyers on their level and earn their trust, because we know that everyone sees building their first home as a major event in life. Our role is to provide the right sort of guidance, address the uncertainty, and make the process as easy as possible.”
Marketforce Senior Account Director Brendon Lewis said “the Easystart brand was the perfect catalyst for this idea; using humour as an engagement technique and delivering the message via relevant channels. Definitely something fresh for the category.”
If you’ve had a horror housemate experience, join the facebook group, check out the video and share your story for your chance to win five grand.
Credits:
Client: DeniseJohnson, Kelly de Pinto
Agency:Marketforce
AccountDirector: Brendon Lewis
Account Manager:Kate Somerford
CreativeDirector: Andrew Tinning
Creative Team:Ryan Albuino, Andrew Chu
DigitalDirector: Nigel Fisher
Digital AccountManager: Peter Szauer
Animation: ZacCreative
Sound Design:Nick Gallagher, Brainestorm
10 Comments
and Rhys – you did an awesome job!
Nice work again ryan and chewy.you guys are kicking some digital butt!
Nice idea in a tough category. But it will never be as effective as the government-sponsored http://www.FilthyLucre.com.au website – part of the highly successful Best Bailout in the World campaign that showered unsuspecting first-home buyers with huge quantities of tax-payers’ cash in return for a single click on realestate.com.au. So successful was that campaign in bringing forward demand that industry pundits estimate the current median age of remaining first home buyer pool has fallen to about 14 – ideal for an Facebook activation campaign like this
11.27 agree ryan and chewy are awesome – sad that the current digital departments ‘so-2006’ solutions are letting them down.
Ryan and Chewy , great stuff – AGAIN! Andrew terrific use of digital channels to get the firsties.
There are a lot of names here can somebody tell me what a Account Director would have brought to the table as opposed to the Account Manager, apart from a hefty salary. I presume (but correct me if I’m wrong) that the creative team would have come up with the idea and the zacsters would have done all the spade work. Does anybody else think that quite often there are just too many credits?
Go Zac Creative – Nice work.
9.16 afraid its all they know
2006 was a good year…
Nicholas @ 6:23 thank you! The industry is full of suits patting themselves on the back when it is actually the creative’s and lower level managers / coordinators that make things happen. If there needs to be lines of credits why not acknowledge the designers, mac operators, coordinators, digital designers chained to their desks so that the suits can get congratulated when the campaign gets notices by CB…
9.20 For what, grape picking in France…?