Challenge: To stand out in the traditional family-oriented Barrie market and appeal to a younger market.
Strategy: Be provocative, memorable and unique; use marketing strategies targeted to a younger buyer.
Solution: To attract younger buyers, we used the latest technology paired with a racy, graphic campaign and the opportunity for homebuyers to personalize and individualize their homes. The latest technology came in the form of QR codes, allowing smartphone users to scan 2-D barcodes from signs and ads directly to their phones so they could register instantly. Simultaneously, Twitter and Facebook campaigns spoke to this younger target where they were most comfortable – online. Mason Homes’ website as well as Twitter and Facebook presences drove the campaign, featuring online contests, lots of easily-accessible info and photos, and plenty of opportunities for interaction. Alongside the e-campaign, JUST4U ran provocative ads in print media. The ads made living in Barrie seem hip and exciting, and emphasized the low monthly cost of owning. The concept behind the campaign was for young homeowners to have their own “love nest,” so we used sexy visuals of a couple kissing in the ads, a hot red colour as the primary campaign colour, and sexy vignettes in the sales office. The project’s logo was graphic and eye-catching, and also spoke to another main theme of the project: the fact that the homes were designed “JUST4U.” The homes at this site allowed homeowners to personalize their new homes with modern, edgy finishes. Without upgrading, purchasers got funky doors, trim, handles, faucets, berber carpets, laminate flooring and super-modern electric fireplaces. The interiors had a very progressive feel which appealed to many young buyers. www.masonhomes.ca
Results: The entire campaign was a remarkable success. Seventy percent of the site sold out in the first two weeks it was open, entirely through preview events; all the people who came to the preview events were gathered from online registrations. We also had seven sales directly as a result of our Facebook campaign.