Karamfiles Builders By Lauren McCarthy
Goals • Raise awarenessof brand and the quality of product. • Attract more traffic to the company website by 150%. • Increase enquiries from Perth based cliental by 18 more clients per year. • Raise overall market share by 50% or more.
Introducing the Concept The though process: • Humorous • Target Audience -Perth residents -30-70 years of age • Want the Perth market to feel how it is to live down south
Print Concept Created a concept that is: • Something humorous that the target audience could relate too. • Something that the city can not offer. A luxurious home in south of Australia away from the big buildings, loud trains and rushing cars. • Create the feeling of freedom.
Radio Concept • Two relatable characters, husband and wife looking to buy their own home. • 30 second ad creates a scenario of: • Husband is sitting at the dinning room table reading and flicking through the paper. • Sees the property section and gets to thinking of owning their dream house. • Wife is in the kitchen discussing the thought of owning their home with her husband.
Television Concept • Follow on from the characters in the radio ad. • It isthe next step of the buying process for these characters. • The TV ad is based on watching the house being developed by Karamfiles Builders. • 30 seconds of witnessing it being built and to see the fantastic award winning end result. • Only the end slide has a voice over, with light music behind all slides.
Internet Concept • Consistent approach: • Print and electronic media’s link together • Radio and TV have also linked together. • Text and Font (Rockwell, and Rockwell Extra Bold) • Imagery (award winning Doll House) • Still imagery, one image - no animation
Summary of Concept • Something that the audience can relate to. • Its a concept that the city can not offer, such as the freedom of owning a Karamfiles Builders home. • Humorously effective.
Questions Please feel free to ask questions, Thank you for your time.