After three successful years of operation and three major design awards under their belt, Queensland-based home builder Brighton Homes knew the timing was right to activate a new campaign into the market. As we look back on a significant year that has impacted all Australians, it was a perfect opportunity to reflect and magnify the brand’s ‘let life in’ sentiment.
Due to COVID-19 restrictions, we were flexible in our approach and project managed the campaign remotely. Luckily the day before production was due to commence the borders opened and we were able to be on location for filming.
Enigma was challenged with the task of amplifying Brighton Homes’ positioning – Let Life In – which was delivered by driving awareness through a combination of high reaching channels such as TV & radio as well as more targeted digital media. Social media and property websites were used to target locals actively searching for their dream home or people interstate looking to relocate interstate. We also included tactical outdoor on the Sunshine Coast to align with key greenfield regions and display locations. Point-of-sale activity was included at display home villages across QLD to further enhance the message and to provide additional touchpoints.
The ‘let life in’ campaign was successful in embodying the brand messaging, and showcased the Brighton home and design as a haven for the family to truly live well in the home—particularly apt for the times. To ensure this unique story was delivered appropriately, it was essential that the right spokesperson was selected. After a thorough search we found Yasmin Kassim; a professional actor who conveyed the product perfectly and adjusted to our fast-paced production schedule.
While it’s still early days, in the first 2 weeks of the campaign, Brighton have acquired a 40% increase in leads so far.