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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!
Plates, cutlery and glass tumblers are all essential. You should invest in at least one decent frying pan or a pot that will get you through some basic meals. Stock up on food staples like salt and pepper, tomato sauce, pasta, coffee and tea, and don’t forget dishwashing liquid and a drying rack for your dishes. In terms of big appliances and furniture, first and foremost purchase a fridge, table and chairs.
WHAT CAN WAIT: As much as we love them, a dishwasher is not essential when the budget is tight.
ON THE CUSP: A microwave can be a great shortcut if you are still moving in and budgeting hard. But while it may make cooking easier, is it a luxury?
Purchase the best bed you can afford. Comfort is more important to your health than you may know. If you need space for your clothes, bedside tables look good and can be useful, however…
WHAT CAN WAIT: …if you have a decent wardrobe, bedside tables and dressers can wait!
Don’t forget to bring toilet cleaner, a toilet brush and toilet paper to your new home. You are going to need towels, and one item that is often overlooked, a bathmat. Ensure you have your toothbrush and toothpaste!
WHAT CAN WAIT: Most bathroom items are essential, however you can hold off on any decorative features you may be considering.
Whichever way you do your laundry, within your home or out, you are going to need laundry detergent, some form of clothes line and a hamper for your dirty clothes.
WHAT CAN WAIT: Dryers are expensive to run, so consider getting your old clothes horse out to use inside during the colder months.
ON THE CUSP: A washing machine is the one of the only appliances that can be outsourced until your budget allows for a purchase. How easily you can transport your clothes and accessibility to a laundromat will of course come into play, but, ultimately, do you really need one right now?
We always recommend buying a quality and durable couch.
WHAT CAN WAIT: Coffee tables and table accents are not a priority here.
ON THE CUSP: Up for fierce debate is the necessity of a TV. Some would argue yes, some would argue no, we leave this up to you.
Finally you should always have a good stock of cleaning products, including:
What do you think are the necessities in a new home? Have we missed something? Let us know in the comments below.