To drive awareness for its new Smart Living offering amongst first home buyers, Porter Davis has unveiled ‘The Rich Parents You Never Had’.
The new promotional campaign created by The Monkeys puts a cheeky twist on Millennials’ willingness to lean on the ‘Bank of Mum and Dad’ to get a foot up on the property ladder.
The promotional concept is built on research from Digital Finance Analytics research (January 2018) that shows 55 per cent of Australian first home buyers rely on financial support from their parents to borrow on average $88,450 to purchase their first home.
Enter ‘The Rich Parents You Never Had’. Aisha and Stu McFernlayson never had kids, they own 11 properties and generally have too much money.
They’re on the hunt to adopt a first home buyer and share their wealth, becoming ‘The Rich Parents You Never Had’ by gifting a $170,000 Smart Living Home deposit.
You can watch more episodes here.
The campaign includes a competition to win a $170,000 deposit for a Porter Davis Smart Living Home, whilst showcasing the house and land packages.
Directed by Matthew Saville (who worked on Josh Thomas’ Please Like Me and Chris Lilley’s We Can Be Heroes), the campaign will roll out across home advertising, digital, radio, press, and on Porter Davis-owned social channels.
The Monkeys’ group content director, Lee Lowndes, said: “In a media environment where we’re constantly hearing about the challenges for first home buyers, who wouldn’t wish for some generous rich parents to contribute $170,000 to a new house?”
“It’s a new take on a promotional giveaway we hope will both entertain and capture the attention of young home buyers who might currently think a Porter Davis home is out of their league.”
Porter Davis’ general manager of digital and marketing, Shaun Patterson, said: “Our ‘Rich Parents’ campaign aims to increase awareness of the Porter Davis brand within the first home buying market.
“The campaign resonates with the barriers Victorian first home buyers are facing in purchasing their dream home in a unique and irreverent tone.
“We are thrilled with the collaborative partnership that has formed with The Monkeys. Their strategic rigour and agility to deliver our latest campaign is to be commended.”
Client: Porter Davis
General manager of digital and marketing: Shaun Patterson
Marketing manager, channel strategy: Kelly Jones
Marketing manager, digital and social: Maxine Dare
Head of creative: Matt Collings
Agency: The Monkeys
Chief creative officer: Ant Keogh
Planning director: Gareth Evans
Group content director: Lee Lowndes
Content director: Jantine Wigboldus
Content manager: Casey Nguyen
Copywriter: Siobhan Fitzgerald
Art director: Connor Beaver
Integrated producers: Emma King and Katie Wellbelove
Production company: The Directors Group
Director: Matthew Saville
Executive producer: Craig Griffin
Editor: Jon Holmes
Directors of photography: Hamish MacGregor and Marcus Cropp
Grade: Martin Greer
Sound engineer: Paul Le Couteur, Nylon Studios
Executive producer: Ceri Davis
Photographer: Neil Bailey, Coco Productions
Re-toucher: Dave Mercer
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]
Agency Digitas ANZ has developed its own unique brew of beer, galvanizing the team to channel its expertise in data, technology, digital media and creative. The brainchild of senior creative at Digitas, Nick Duron – Digitas’ ‘Unicorn Punch’ comes in alcoholic and non-alcoholic varieties and was created as a means of making Australian and New […]
As Australia prepares to hit its 70 per cent nationwide double vaccination milestone, a new study from Afterpay reveals how Gen Z and Millennials are ready to Press Play on their lives, after 9 in 10 (88 per cent) missed key life events through lockdowns. From hitting restaurants, cafés and pubs and jetting off overseas, […]
New data from Hootsuite and We Are Social reveals that as of June, social media user numbers have jumped by 13 per cent since the same time last year, with the latest data showing an increase of more than half a billion users in just 12 months. The Digital 2021: July Global Statshot report revealed key findings […]
Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]
Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]
TBWA\Sydney Group has announced two new key promotions of Nitsa Lotus to chief growth officer and Tanya Vragalis to managing director. In her new role, Lotus will be focused on leading growth initiatives and innovation across each of the agencies within the TBWA\Sydney Group – TBWA, Eleven, Fleishman Hillard, Fabric and Bolt – as well […]
The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at Are Media’s latest insight series TRENDtalks: Beauty. Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted […]
Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks. Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast […]
Advertising revenue for metropolitan commercial radio stations reached $53.149 million in September, reflecting a year on year rise of 12.7 per cent, according to data compiled by Milton Data and released by industry body Commercial Radio Australia (CRA). September quarter ad revenue totalled $151.373 million, up 16.1 per cent from the corresponding period a year […]
GAMURS Group, the esports and entertainment media network that reaches more than 100 million passionate gamers globally per month, has announced the appointment of Alex Walker as its vice president of content for the Asia Pacific region. Walker joins GAMURS after more than six years at Allure Media and Nine’s Pedestrian Group, where he was […]