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Our latest campaign hit TV screens in January and we’d love to show you what inspired the story behind ‘The Drawing’ and why we love this campaign!
We spoke to customers to find our what their home owner journey is, and what their process is when deciding which building company to use for their dream home. We listened to what they had to say and used their insights to see how we can connect with customers on an emotional level and better our experience with them. We asked customers to draw their dream home, and the results were surprising! Instead of focusing on the look of the home and its features, they really illustrated the importance of the people in their home – their partners, their children, and even their pets! This conveyed beautifully what makes a house a home, and we used their collective vision of a dream home as the basis of this campaign.
Framing the tv ad around the idea that Jack’s mum saved his childhood drawing helped us create an ad that connects to customers on an intensely personal level. Everyone can relate to having childhood items saved for them by their parents, and as they get married and start their own families they understand the sentimental aspect of saving their own children’s artwork. We even spoke to some of our own builders to find out what they’ve been carefully saving for their children! Our builders also loved seeing the journey of Jack’s dream home come to life, and noted that every parent loves seeing their children achieve their goals. No matter how old a child is, a parent will always be watching and cheering them on, and this is one of the key messages of the campaign.
We chose the Erskine display as the location because it perfectly showcases the functionality of open-plan space in a family home. The home has all the space the family needs for privacy, but also features an area that allows the family to be in close proximity to each other throughout the day. The home’s design creates a light, bright atmosphere no matter which angle you look at it from thanks to the large windows in the open-plan space. The layout of the home’s open-plan and alfresco areas allowed us to effectively show how Jack’s dream home went from his imagination to real life and all the joy that accompanies his achievement. We were able to illustrate how much emotion and pride goes into achieving the dream of owning your own home, and seeing your own children benefit from your dream.
You can head over to our website to see lots of great behind the scenes photos, more in-depth interviews about the inspiration behind the concept, and interviews with Hotondo staff, our builders, and the cast. We’re also running a colouring competition for children aged up to seven years old. We want your child to draw their dream home and send it in to us to go in the running to win one of our weekly or monthly prizes, so tell your kids to get creative and start drawing!