Delivering happy days for Aussie home builders

How can we communicate certainty and confidence to first-home builders? How can we help them see building a new home can be the joyful and happy process they dream of?

Domaine Homes, a leading Australian home builder, knew it had something special to offer – the ability to alleviate the mental load that comes with building your first home. Its intuitive digital ‘price your home’ tool gives a level of control and transparency unlike anything else in the market, and its sales teams are more diverse and personable. Pair this with no-fuss finance, the perfect amount of customisation and shorter build times – and client stress levels plummet. We were tasked with developing a campaign to share the good news with young Australians: building a home with Domaine offers all the excitement of The Block, but with none of the drama.

Domaine Homes’ tagline is, ‘Too easy’. But the more conversations we had, the more we dug into what sets Domaine Homes apart. It became clear its simple, well-thought-out solution to home building delivers more than just ease. It delivers joy in the process.

A 4.8 Trust Pilot Score highlighted that Domaine Home clients are supremely happy with their homes. And with thoughtful designs, valuing-adding features and quality solutions, Domaine allows first home builders to start building their future happiness and prosperity. From this insight, the ‘Build Happy’ campaign idea was borne. Simple, to the point and succinct, it captures exactly the benefit Domaine Home offers the market – the ability to build happy with security, support and excitement. This is the perfect counterpoint to a market rife with building horror stories, insecurity and dodgy builders.

Domaine Homes uses its expertise to take care of the complex stuff when it comes to home building, so home builders can focus on the excitement along the way. We chose to embody this spirit of happiness with humour, imagination and playfulness, creating a youthful, uplifting colour palette of rich colours that conjure positive emotions.

In a market of corporate mumbo-jumbo, the campaign tone is a breath of fresh air. Instead of screaming about promotional deals or simply describing the product, conversational copy lines feature pop-culture references, call out iconic bugbears and speak frankly about why building with Domaine Homes means people can truly build happy. To bring the copy lines to life, we created kooky, clever and imaginative illustrations that shake category norms – injecting fun back into the equation. Instead of selecting a standard typeface, we developed a handwritten alphabet. This style allows campaign lines to feel human and plain-speaking – these aren’t standard corporate lines or empty promises.

A cinema ad, created in conjunction with Val Morgan and Studio Gilay, sees the illustrations take to the silver screen. Motorcycling puppies and roller-skaters appear on digital billboards throughout shopping centres including Sydney’s iconic Pitt Street Mall. And we created a social media campaign to spread the good news that pushy guys with bad ties are out of style.

Domaine are thrilled to see engagement increase across their digital pages, and significant growth in website traffic. This includes an 18% increase in enquiries, a 30% increase in website traffic and a 20% increase in the use of the ‘Price your home’ tool.

“From our initial consultation with Frost*collective, all the way to the launch of our campaign we were consistently impressed by the team’s ability to capture the spirit of our brand and bring it to life in a unique, innovative and fun way! Our goal was to build a distinct narrative around Domaine Homes and bring awareness to new home builders, however, we weren’t sure on how to do that. After only a few meetings with Frost*, they were able to immediately connect the dots and bring our vision to life. Their team have been so assistive throughout the entire process and have been able to provide all the resources to execute this campaign from illustrators, to copywriters, to sound artists and production agencies. When you’re planning to build out a big campaign for your brand, you want to leave the big things to the experts and luckily for us, we chose to work with the best in the business!”

Chloe Glassie, Sales & Marketing Assistant