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Brief: Starter Homes: Bovis Homes were building a range of starter homes that would be featured on many different sites. The brief for this campaign was to communicate that Bovis offered a wide range of features in their starter homes. With so much included, the message should be that first time buyers may well be able afford to buy bigger or to equip their homes more lavishly. The precise level of specification would vary from site to site. So, the campaign needed to be generic and capable of easy adaptation to any location. The 'think bigger' theme communicated the key message, reinforced by images that were unusual, relevant and impactful in the property pages. Holmwood House: Quite different from the mass-market approach, this one-off advertisement was produced to sell apartments in a special refurbishment project. |
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