Rare reaches into its bag of tricks with second phase of brand campaign for Plunkett Homes
Plunkett Homes, longstanding client of Rare and Western Australia’s longest established new home builder, has just launched a follow up to the brand campaign that first went to air in late 2015.
“This new set of TV spots builds on the brand positioning of ‘building better homes,’ said Rare strategic director Richard Beards. “That positioning came from a brand truth that Plunkett is the most experienced builder in WA, with more than 110 years of building expertise behind them.”
The campaign builds on the knowledge, experience and expertise of the Plunkett team through the use of clever tricks around the home, while showcasing Plunkett’s contemporary home designs.
It also continues Plunkett’s decision to invest in building brands, not in advertising retail offers, which gives them a uniquely differentiated and successful position in the market.
“The previous campaign had worked really well,” Rare CD Brett Wheeler said. “It raised awareness for Plunkett Homes to new heights and drove a lot of sales enquiries. This new campaign takes the ‘tricks’ concept a step further. It was a lot of fun to produce and if it works half as well as the previous campaign we’ll all be very happy.”
Credits
Production Company : Open Spaces Productions
Director : Matt Pitcher
Producer : Beatrice Masia
Post production : the Office of John Cheese
Sound : BraineStorm
Client : Paul Graham