Award-winning house and land provider Thrive Homes has launched a new brand campaign.
The campaign’s aim is to encourage homebuyers worried about the complicated process of building a new home to say ‘no’ to stress and ‘yes’ to an efficient, more affordable new home without compromising quality by making ‘The Clever Choice’ and choosing Thrive.
The Sydney-based homebuilder, part of the Rawson Group, responds to a highly competitive property market flooded with buyers with many options when choosing a builder. The ‘Clever Choice’ campaign focuses on Thrive’s innovative build practices and 5 Star service; the positioning puts them at the forefront of buyers’ minds.
Thrive offers a unique ‘Build Smart’ philosophy, which incorporates uncompromised quality, service and standardised designs that result in the fastest build times on the market. The Thrive product delivers quality homes to first home buyers, investors, downsizers and continues to broaden its audience with a product that meets the needs of these segments in the Australian property market.
The new ‘The Clever Choice’ campaign highlights that building a new home shouldn’t be a complex and stressful experience in today’s highly competitive market and that a clever choice is available.
Developed by leading creative and communications agency, CRE8IVE, the campaign launched with a teaser social media campaign plus a 30-second TVC, running across TV (Prime, Win/NBN, Southern Cross, SBS, 7Plus and 9Now), digital channels including YouTube, with OOH present in the Hunter Valley.
Janelle Goulding, General Manager of Thrive Homes said, “we know that building a home is often thought of as stressful, frustrating and expensive – but it doesn’t have to be. We are proud of our intelligent approach to home building as it allows us to bring unbeatable value with some of the fastest build times on the market, without compromising quality.”
‘Historically home buyers have had to trade price with quality or speed. Still, our build times are what sets us apart from other home builders in the market, with average construction time ranging between 23 and 27 weeks in the current market – something unheard of and that we are extremely proud of.”
Alberto Florez, Partner at CRE8IVE, commented, “we are delighted to be working with such an innovative market challenger. We wanted to re-position the company in a highly competitive marketplace and strengthen their unique ‘Build Smart’ philosophy in a clever way.”
“‘The Clever Choice’ campaign perfectly sums up Thrive’s brand essence. It puts the spotlight on Thrive as the leader in the market, in price, speed, process and quality, in a simple and effective way.”
Since its launch on Sunday night (13 June), there have been 59,493 views of the TVC (on Thrive’s YouTube channel), over 3,876 visits to the Thrive website and a 31 per cent increase in engagement across social channels.
Client: Thrive Homes
Creative Agency: CRE8IVE
Creative Director: Alberto Florez
Executive Producer: Charbel Azar
Media Agency: Avenue C
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