Zoo Creative (Christchurch) has been linked to New Zealand home builder, Platinum Homes for the past 10 years and are behind the ‘Everything Kiwis Call Home’ campaign. EKCH was launched in 2014 with the development of the EKCH tagline and followed up by a series of TV commercials using Dave Dobbyn’s Slice of Heaven as the music track.
Zoo’s Alf Walker says the development of the EKCH tagline was in a “specific response to feedback we were receiving about the perception of the product offer – mainly that Platinum Homes offered a certain type of product – a perception that was potentially detrimental to the long term growth of this top 10 new home company. So the concept behind EKCH was to change the perception of the PH brand and open the product offer.
“With the tagline firmly in place – we looked to develop a campaign that would offer Platinum Homes the opportunity to communicate this kiwi-ness and generate increased brand awareness.”
TV is the primary media channel for Platinum Homes and getting the rights to use Slice of Heaven was an important part of the strategy.
Walker said: “To make an emotional connection with New Zealanders we felt the choice of music would be very important as music is essentially the soundtrack to our lives in the same way a home is the canvas. The song ‘Slice Of Heaven’ was ideal as it offered nostalgia value in relation to the age of the target demographic – plus was instantly recognisable – and it’s messaging was upbeat, happy and also allowed for the implied suggestion that in the context of the TVC the slice of heaven is of course – the home itself.”
Release from the publisher was negotiated and secured. The actual recording used is not the original Dave Dobbyn/Herbs version – but was covered by young kiwi performer, Jol Mulholland.
“The Slice Of Heaven Campaign was developed to increase emotional attachment and awareness of Platinum Homes by attaching a feel good kiwi story to the brand. The story telling component was based on a series of slices of how real New Zealanders live in their homes. In particular that our homes become the backdrop to our lives and the lives of our families.
“With this concept in mind, a series of mini-sequences – ‘snapshots of life’ – were developed that most kiwis would be familiar with – such as backyard cricket, watching the footie, dinner with friends, kids cooking with mum, the toys in the garage etc. These were then chopped and storyboarded into sequences which were filmed.”
Filming took place over two days at the Platinum Home show home in Wigram Skies, Christchurch.
While television is the main media platform the campaign is supported by online and local tactical activity (print, outdoor and radio).
The Slice of Heaven TVC Campaign comprises 1x 30 sec brand carrier and 5x 15 sec teasers
The teasers are run at any particular time in support of the 30 second commercial. They are rotated to keep the material fresh. There is also a product-only tactical 15 sec ad that uses the soundtrack combined with high-end animation of the product – without any live-action sequences.
Zoo has been the creative partner for Platinum Homes for almost 10 years. In this time Platinum Homes has grown from outside the top 10 to become one of the most successful new home brands in New Zealand building more than 50,000 square metres annually with an average contract value almost 30% higher than the national average.
CREDITS
Agency: Zoo Creative (Christchurch)
Film House: Orly (Christchurch)
Talent: Springsouth Actors Agency
Creative Director: Alf Walker (Zoo Creative)
Director: Ross Beck (Orly)
Music Performance: Jol Mulholland
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