G.J. Gardner Homes faced the challenge that although it’s perception of trust in delivering a quality product was extremely high, it needed to bolster it’s credibility around design and shift the perception that local franchisees were only capable of delivering a mid-range designed home.
With an abundance of content already in the market leveraging the Darren Palmer brand, it was imperative that we created a campaign that felt unique to the collaboration and not a product endorsement.
Research identified that an emotional connection to a home design is key to winning over customers. The collaboration with Darren Palmer introduces a range of exquisite interior designs to capture people’s attention.
Blunt Agency developed the Tailored brand as a partnership platform for G.J. Gardner Homes and not just a campaign, enabling influential designers to work in collaboration with G.J to ‘tailor’ unique designs and experiences for customers.
On a campaign level, ‘Tailored’ represented the nature of sophistication. With reference to interior design mood boarding and texture display trends, the campaign appeals to the design-driven customer as well those with a keen eye for contemporary styling.
It is understood that tailored products are created by the best craftsmen with strong connection to the luxury market. The more premium the product the more ‘tailored’ the experience. The campaign speaks to the customer in a personal way – ‘we have tailored this for you’. It directly related to the relationship you would expect from a #MostTrusted local.
Partnering with Darren Palmer enables the franchisees to offer the highest level of design in their products, regardless of their individual design knowledge, while providing the #MostTrusted level of local service G.J. Gardner Homes are known for.
The Tailored TVC’s are inspired by social influencer videos, allowing Darren to speak directly to the audience in a personable, relatable manner. The honest, transparent format carefully aligns Darren’s personal design ethos with the G.J. #MostTrusted position.