Karamfiles BuildersBy

Lauren McCarthy

Goals • Raise awareness of brand and the

quality of product.• Attract more traffic to the company

website by 150%.• Increase enquiries from Perth based

cliental by 18 more clients per year.• Raise overall market share by 50% or

more.

Introducing the ConceptThe though process:• Humorous• Target Audience

-Perth residents-30-70 years of age

• Want the Perth market to feel how it is to live down south

Print ConceptCreated a concept that is:• Something humorous that the target

audience could relate too. • Something that the city can not offer.

A luxurious home in south of Australia away from the big buildings, loud trains and rushing cars.

• Create the feeling of freedom.

Radio Concept• Two relatable characters, husband and

wife looking to buy their own home.• 30 second ad creates a scenario of:– Husband is sitting at the dinning room table

reading and flicking through the paper. – Sees the property section and gets to

thinking of owning their dream house.– Wife is in the kitchen discussing the thought

of owning their home with her husband.

Television Concept• Follow on from the characters in the radio ad.• It is the next step of the buying process for

these characters.• The TV ad is based on watching the house

being developed by Karamfiles Builders. – 30 seconds of witnessing it being built and to see

the fantastic award winning end result.– Only the end slide has a voice over, with light

music behind all slides.

Internet Concept• Consistent approach:– Print and electronic media’s link

together– Radio and TV have also linked together.

– Text and Font (Rockwell, and Rockwell Extra Bold)– Imagery (award winning Doll House)

• Still imagery, one image - no animation

Summary of Concept• Something that the audience can

relate to. • Its a concept that the city can not

offer, such as the freedom of owning a Karamfiles Builders home.

• Humorously effective.

Questions

Please feel free to ask questions,Thank you for your time.