Building fails prove a success for Master Builders Association of Victoria via Fenton Stephens

Stairs_Fail.jpgMaster Builders Association of Victoria has a well-established positioning line in the question: Is your builder a Master Builder? For its latest campaign, they tasked Melbourne agency Fenton Stephens with reinvigorating the line and raising brand awareness.

Says Alex Fenton, creative director, Fenton Stephens: "We knew there was a lot of equity in the brand line. The challenge was to find a memorable way to express it that could be appreciated by both builders and customers."

Through radio, print and online videos, the team took a humorous look at the costly errors that can happen when a builder is not up to scratch. It's a laugh at their expense (quite literally), and a strong reminder to ask the question before someone asks you.

Drawer_Fail.jpgSays Leanne Edwards, general manager, marketing, policy and communications, Master Builders: "For us, the campaign's main strength is that it employs both a 'push' and 'pull' strategy to the two markets simultaneously. The creative instils concern in customers to do their research before selecting their builder, while inspiring builders to become Master Builders members."

The campaign is running in magazines, online and radio across Victoria.

Client: Master Builders Association of Victoria
Marketing General Manager: Leanne Edwards

Digital Rendering/retouching: Mazer
Radio Production: Production Alley

Toilet_Fail.jpgAgency: Fenton Stephens
Creative Director: Alex Fenton           
Director of Strategy: Simon Antonis
Digital Creative Director: Sean Birk
Copywriters: Mat Garbutt, Sean Birk
Art Director: Chris Haydon
Digital Creative: Stephen Lay
Director of Client Services: Amy Stephens
Account Manager: Dezi Orfanides


pseudonym said:

Doesn't need the headline.

Attention to detail said:

Somebody should have cropped.

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