In 2016 we launched the highly successful Your trusted local campaign. Your trusted local enabled G.J. Gardner Homes franchisees to own the market position of where they live and solidify their personal connection to their community with personalisation, relevance and authenticity.
Our strategy and creative identified what makes G.J. unique in the market and tapped into the key reason as to why people choose a builder, that being trust.
The hero message ‘Building together’ was incorporated for national marketing and ‘Building (Local Town)’ for location specific marketing to enabling franchisees to ‘own’ where they live at a brand level, paired with the sub tagline ‘Your trusted local’.
By leveraging the town name and repetitively building on the Your trusted local message, G.J. Gardner Homes created a market position that resonates with metro, regional and rural communities, and achieved clear cut-through.
Since delivering the Your trusted local National Campaign, G.J. Gardner Homes has cemented the position in each market of being the ‘trusted local’, a critically identified decision factor in customer’s minds when researching a builder that was identified through in depth qualitative research conducted by Australia’s largest real estate portal realestate.com.au
On launch, the campaign resulted in two record quarters in terms of sales, website visitation and social engagement by over +30% in all instances.
From an ROI perspective, including taking in to account media spends, the campaign has experienced a 22:1 result. Due to its success, the campaign is now ingrained in the brand’s architecture, becoming part of the overarching brand execution at every instance.