&Partners and New Choice Homes urge us all to make better choices
The past 18 months have provided the building industry with an unprecedented surge in enquiries and sales. But New Choice Homes is not taking anything for granted. Its new brand identity and campaign platform aims to strengthen its position as the builder that helps clients make better choices.
Adam Barnes, Sales and Marketing Manager at New Choice Homes, said: “As part of the Spadaccini Homes family, we’ve been around long enough to know that just being there is not enough. It’s not enough now and it won’t be enough in the future, as the market and client expectations continue to rise. So, we worked with &Partners to define our position and develop a way of talking about it. We don’t want a million enquiries, but we do want better quality leads for clients who want to build better quality homes, whether that’s their first, second or third. Wherever they are in the market, the truth is the joy of good choices lasts way longer than the short-term buzz of a buying cheap.”
The new positioning ‘Make better choices’ encourages homebuyers to think longer term. It promises a process and a product clients can feel good about now, and in five years’ time.
&Partners partnered Rikki Burns and Josh Edge to design a bespoke positioning workshop process and to develop the brand proposition.
They collaborated with Cam Murray on the visual identity and Dave LeMay and the team at Sandbox for the TVC production.
Credits
Client: New Choice Homes
New Choice Homes Sales & Marketing Manager: Adam Barnes,
New Choice Homes Marketing Specialist: Courtney Henshall
New Choice Homes General Manager: Michael Condelli
Agency: &Partners
Creative Directors: Bryan Dennis and Dav Tabeshfar
Brand/Positioning Consultants: Rikki Burns & Josh Edge
Account Director: Sophie Brandsma
Designer: Cam Murray
TVC Credits
Director: Brav
Creative Directors: Bryan Dennis & Dav Tabeshfar
DOP: David LeMay
Post Production: Sandbox Productions
Post Production Producer: Dumi Mashinini
Sound Engineer: Brad Habib
Editor: Kate Campbell
Colourist: Denzil Heeger
Casting: Megan Carpenter
4 Comments
The shortest ever CB release.
Nice work on the spot. Could’ve refreshed the logo while you were on a roll.
I love the fact that Marketforce’s creative directors are listed as brand consultants and worked on this spot. This is how the industry should be working with collaboration between agencies instead of rivalry. There’s enough work to go around and collaboration delivers better outcomes.
@Referrals Totally. It’s a big sandbox with a lot of great people in it. If you combined the creative departments of every Perth agency, you’d still only have a medium-sized international agency. Collaboration is the way we all punch above our weight, we just need a little less ego and a lot more imagination!