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Metricon Homes - Lake Peninsula

Marketing Brief

Promotion of House and Land packages on the Lake Peninsula Estate in Gippsland. Promotions on TV had been made in the past without much impact. Previous ads mentioned land and house but had no specific offers to make an audience react.

Design Challenge

To differentiate Lake Peninsula and Metricon Homes, putting them at the forefront of the intended audience in order to appeal specifically to first home buyers.

Solution

Metricon homes were featured to provide a strong audience recognition and the timing of the campaign was designed to coincide with the first home owners grant. As this was viurtually a gift, the idea of incorporating Santa Claus was introduced.

As the campaign was in September 2009 the concept was modified to feature Santa when he was “off duty”. A more relaxed Santa, giving away presents to all the first home buyers. In this way, the special nature of the promotion was highlighted and the “un-natural” setting of Santa in a helicopter created the impact required.

Initially the Santa ads were designed as radio ads, but their success meant that Santa featured in a TV version of the “helicopter” ads as well as brochures and letterbox leaflets and on the Lake Peninsula website.

Media Utilised
Newspaper Advertising
Brochure
Letterbox Flyers
Radio
Television
Website


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