Homebuyers Centre launches new ‘Ultimate Fail’ digital campaign via Motion Picture Company
Some things don’t always go to plan, as highlighted in a new digital campaign from Victoria’s Homebuyers Centre, targeting 25-35 year-old first home buyers via Motion Picture Company.
Unveiled this week the new campaign is the first viral campaign of this nature for Homebuyers Centre in Victoria.
Called ‘Ultimate Fails’, the 60-second video is an entertaining look into a series of other people’s blunders – from mostly painful through to the down-right humiliating.
Homebuyers Centre undertook extensive research which indentified the key emotional drivers that motivate first home buyers, and found that the process can be overwhelming. These insights evolved into the core creative idea and the campaign’s creative expression “Ultimate Fails”.
Says Aidan Hooper, ABN Group Victoria’s managing director: “For most of us, getting into our first home is still the great Australian dream. All that saving, searching, planning, building and financing is a massive challenge that can be incredibly daunting.
“We want to build brand awareness with content that is sheer entertainment, while promoting the message that life doesn’t need to be this hard: Homebuyers Centre can get people into their first homes hassle-free.”
The campaign will run organically on social media through December before cutting to 15-second pre-rolls in January.