The Challenge
It can be hard to engage an audience in a subject as unchanging as doors and windows so we were challenged by bi-folding door and window manufacturer Origin to develop a campaign that took the brand beyond the functional and into an area the audience could easily identify with – the different things we want from our homes as we move through different life stages.
How We Helped
We used extensive consumer research to reveal the lifetime of home buying – identifying how housing needs change during different life stages. From the research findings, we created The Buyer’s Timeline showing the five stages of home ownership and painting a picture of the evolution of our homes as families grow and the composition of the household changes. To bring the results to life we created a unique set of homeowner profiles: The Penthouse Pretenders, Multi-Space Renovators, Dynasty Dwellers, Zoneowners and Full Spec Finders.
The Buyer’s Timeline enabled us to change the way we talk about home renovations. Rather than categorising homeowners by age or demographic, such as ‘empty nesters’ or ‘first time buyers’, we were able to excite the media by identifying modern categories for homeowners today. This twist gave Origin plenty of opportunity for coverage in national, consumer and regional titles, plus broadcast, resulting in a hugely successful campaign.
