UNIQUE SITUATION

John Miles, a former ad agency account director turned marketing consultant, had already written the creative brief. All he needed was a project manager and a couple of NZ’s best creatives to bring it to life.

CHALLENGE

Create and produce a TV spot that would take Generation Homes into the top five regionally based building companies, based on brand recall. Before the campaign, the company wasnt well known outside of Hamilton and the Bay of Plenty.

SCOPE

30” and 15” TVCs to play regionally, between the Bombays and Wellington.

TEAM

Glenn Jameson (creative director), Leighton Howl (senior art director) and Clinton Ulyatt (project manager). Glenn was brought on board for his heavyweight TV experience that includes award-winning spots for Budweiser in the US.

STRATEGY

We focused on the proposition ‘always on time’, which made sense given the company’s amazing record of not only completing the build on time, but also backing it with a guaranteed move-in date. Generation Homes takes care of everything, right down to final touches like the lawn, clothesline and even the letterbox. (Of the 1200 homes it has built, only 7 have not been ready by the agreed move-in date, suggesting their unique supplier model really works.)

CREATIVE SOLUTION

Most other building company TVCs are extremely bland (think still shots of houses and 80s library music). But the client wanted something all potential new homeowners could relate to when building a house. So, we wondered, what happens to those poor sods that don’t build with Generation Homes? And from there we created an urban legend.