Rare helps reinvent the first home building experience with launch campaign for Step One

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Rare has launched a campaign for Step One, a new player in the first home builder market backed by Plunkett Homes and its 100-plus years of experience. The brand brings a fresh approach to the cluttered first home market. 

Rare CD Brett Wheeler said the campaign was a breath of fresh in the first home buyer market. 

"So much of the work you see in this area is devoid of any personality or idea and just shouts at the target market in the hope they'll get noticed. With Step One we treat the predominantly young first home buyers like adults. Talk to them intelligently."
Following a soft launch in June using a range of digital activity along with a new website and facebook activity, the brand has just recently stepped up activity with 30 and 15 sec TVCs featuring an eclectic mix of animation, online videos plus digital display and mobile formats.


Credits
Animation & Post-production: The Office of John Cheese
Sound: Brainestorm