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PlaceMakers: Together we’re building New Zealand

Case Study PlaceMakers

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Since 1981, PlaceMakers has been helping New Zealand communities build homes with Kiwi ingenuity and expertise. But they had a problem: consumer cash sales were declining, and they needed to grow share of account amongst tradies. How could we help them regain their status as an iconic Kiwi brand… with less than half the media spend of the competition?

Brand strategy and positioning

First, we identified PlaceMakers’ compelling point of difference: they connect more building experts with more homeowners than any other brand in New Zealand. Then we created a new positioning that harnessed the trust Kiwis have in PlaceMakers, with an emotional connection everyone could be proud of: Together we’re building New Zealand.

Campaign planning, strategy and creative

We launched with a new brand identity, and TV and digital spots to drive reach and awareness. At store level, we co-created retail campaigns across consumer, trade and category. And we leveraged sponsorships in social to create an ongoing database of leads.

Watch the 60″ hero brand TVC below.

 

Connecting staff and communities

We’re currently launching a social purpose initiative to connect the 70 stores around New Zealand with their communities. And we’re creating an internal brand campaign to bring all the staff on the journey.

An overwhelmingly positive response

The strategy has had significant results for PlaceMakers, achieving an overwhelmingly positive response amongst both trade and consumers, and building a client relationship that’s stronger than ever. The brand is well on its way to regaining its iconic status – and we’re only just getting started.

“The creative delivers emotional and rational proof points – and we all know that’s the best kind! Message clarity was a hallmark of the campaign.” Jacqueline Farman, Founder, The Purpose Business

 

 

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