Redrow TV Campaign
Integrated agency Absolute has revealed a new advertising campaign for client, Redrow.
The work is the start of two-year marketing campaign aimed at prospective home buyers who are tempted to take on a renovation project in the bid to find their perfect property.
The campaign reveals renovation pain, the hidden pitfalls and the strain undertaking a renovation project can cause, in comparison to buying a new, sleek, stylish Redrow home.
Simon Allman, creative director at Absolute said: “We’re a nation obsessed with home renovation - from TV programmes to magazine supplements to influencers on social media. But the problem is, the dream sold doesn’t always match the reality and renovation is not for everyone.
“That’s where Redrow comes in – for many, there’s a better way to find your dream home. The campaign is designed to resonate with key audiences using humour, cutting effectively through the stereotypical advertising within the construction sector.”
The campaign was originally due to launch on Channel 4 in August with a tactical approach to its media buying, choosing slots between popular ‘fixer upper’ TV programmes, supported by radio, OOH and digital.
The Government’s Stamp Duty announcement in July meant a change to market conditions and focus. Redrow and Absolute had to respond to the quickly changing situation and the decision was made to postpone TV advertising until 2021. The campaign is now taking a digital-first approach.
Dominic Walker, marketing campaign manager at Redrow, said: “We’ve been working with Absolute on this project for over 12 months and they’ve helped us with our brand positioning, strategy and creative. The new campaign shows there is a better way to live – a brand new home that encompasses stylish modern interiors with timeless exteriors.”
Allman adds: “The campaign’s final delivery to audiences isn’t quite what was originally planned, but that’s 2020 for you. The build up on digital has created a solid foundation for the next stage of the campaign when it launches on TV and radio next year.”
The advert was shot by the Gate production company in Manchester, directed by Barry Kimber.
Watch the ad campaigns here: