Homebuyers Centre takes a light-hearted look at saving to build in new radio campaign via JWT
Homebuyers Centre launched a ‘Pay My Rent Incentive’ program this month, to help give young first homebuyers the financial breathing space they need as they build their first home.
“With many competitors already in market with this offer, the campaign needed to work even harder to drive awareness and consideration”, said Homebuyers Centre Marketing Manager, Wendy Shenstone.
With the help of Brainestorm, J. Walter Thompson Perth created a slice-of-life radio campaign that people can really relate to, and tells them how Homebuyers Centre’s offer can help them avoid the impositions of having to pay rent while building your first home.
“Dealing with money while you’re building can be tough. Belts need to be tightened and luxuries are few-and-far between. It’s a world of short showers, tinned meals and Saturday nights at home. We wanted to bring these moments to life in radio to give people a taste and remind them why they need to take advantage of our offer”, said creatives Tim Newton and Wilora Keeley.
Comedians were cast for the tongue-in-cheek scripts, and the product was three spots that are a breath of fresh air in a cluttered and shouty retail space.
CREDITS
Agency: J Walter Thompson, Perth
Creative Director: Joe Hawkins
Creatives: Tim Newton & Wilora Keeley
Account Manager: Mimi Crompton
Broadcast Producer: Chloe Marshall
Sound: Brainestorm
Marketing Manager, Homebuyers Centre: Wendy Shenstone