Windmill Farms
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Campaign Objectives Create enthusiasm and top-of-mind awareness and brand a new master-planned community Metroplex-wide. Promote four different builders with several product lines and price bands. Reach an ethnically and demographically diverse first-time buyer audience currently renting or with the assumption they cannot afford a new home. Develop an integrated, compelling and easy-to-enter contest utilizing the website, instant prizes, multiple secondary prizes and the ultimate grand prize of a new home valued at $100,000.00+. |
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Obstacles Reach and elicit a response from a consumer that is not actively "in" the market for a new home, while overcoming perceived far-out rural location. Build enthusiasm and maintain interest over a five-week period to the final on-site key off Win a Home event. |
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Details Campaign vehicles included logo graphics and positioning tagline, community signage, builder model signage, billboards, Information Center, DVD, CD-ROM brochure, website, newspaper, magazine, Town East Mall billboards and kiosk, mall food court table tents and food tray liners, on-screen AMC Theater ads and lobby billboards, web decoder cards, website Win a Home special pages with contest rules, radio, radio remotes, on-site grand opening Win a Home Key Off Event. Results Distributed over 100,000 contest web decoder cards. Website contest received 27,423 unique visitors with on-site entries exceeding 70,000. |
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1241 registered visitors toured the model homes and the community achieved 94 sales over a five-week period. 742 sales were reached the first year. Over 2000 people attended the Grand Opening Home Give Away Key Off Event in a pouring rainstorm. |
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