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