BEACHWOOD HOMES

IT’S GOTTA BE BEACHWOOD

BEACHWOOD HOMES

Brief
Beachwood Homes is a multi award winning, trusted Victorian home builder known for delivering quality, style and value. Red Crayon was engaged to develop their first ever brand campaign to strengthen awareness and position Beachwood Homes as the clear, confident choice for new customers entering the knock down rebuild and first homebuyer markets. The objective: build awareness of the Beachwood Homes name, consideration and preference in a highly competitive market.

Solution
Our process began with a detailed immersion phase, where we reviewed supplied brand health data, market research and customer insights, and conducted additional competitor analysis to identify market gaps and opportunities. We facilitated a series of collaborative workshops to define the new brand campaign platform, unique selling proposition, key objectives, and audience segmentation. These foundations shaped the creative concept, messaging architecture, and media strategy.

The creative idea centres on the campaign headline line: ‘It’s gotta be Beachwood Homes.’ The headline combines confidence, expertise and relatability. Delivered with a light, humorous tone, the line playfully reinforces that Beachwood is the obvious choice for those looking for their first home and those looking to knock down an existing home, to rebuild their dream home. The phrasing is conversational, rhythmic and memorable, designed to stick in the minds of homebuyers at every stage of their journey. The campaign creative brings this to life through authentic moments, in a newly built display home, and a sense of pride and belonging that comes with choosing Beachwood Homes.

Result
The campaign has been enthusiastically received by the client. Media placements include TV, OOH, YouTube, META, Display and targeted digital channels, all focused on building awareness and driving enquiries.

Services
Strategy, Campaign Creative, Copywriting, Social Media, Media Planning & Buying, Video & Photography