When our client Len Wansbrough asked us for help last month selling new homes in his Artisan Park development in Duncan, we decided to go a bit unconventional.
We recommended Len pull some significant money out of his advertising budget to pay for a promotion that gives every new buyer the choice of two months of either free maid service or a free gourmet chef.
We reasoned that people like to play the which-would-I-choose game, even if they’re not potential buyers. We’re counting on some buzz.
To add some visual wallop, we pitted the maid and chef against each other in a boxing match and staged it in front of a new Artisan Park home.
The campaign launches this week with a bang: we’ve limited the paid media to huge consecutive billboards when you drive into town (the one-two punch), print in the local paper, geo-targeted Facebook ads and some radio spots:
We’re augmenting the paid media with some owned media, including changes to the website, and some neat on-site ideas, many Len came up with himself, including sending boxing tickets to all the real estate agents in Duncan to invite them to a preview, and hanging boxing gloves on the door of every home.
It’s fantastic when a client gets so into the idea he emails you on the weekend with fun suggestions for pushing it further.