AUCKLAND, Wednesday: “If you didn’t have a pool growing up, you sure as anything wanted to be friends with the family that did,” reckons Crave Global ECD Hadleigh Averill.
“In the height of a Kiwi summer, many will relate to a refreshing after school dip, followed by flopping your wet togs and goose-bumped body onto the sun-baked tiles at the pool edge.
It’s memories like this that The PoolHouse wants people to reconnect with as part of its new brand campaign and brand focus #ThisIsPoolLife.
“Formerly known as Aqua Technics, The PoolHouse is one of New Zealand’s leading fibreglass pool companies, with 20 years in the business of installing world-class pools.
“Crave Global has partnered with The PoolHouse, leading the business on a journey to define its new brand strategy and redesign, website development, social media, along with its new brand tagline – Our pool. Your stories.
“As well as a new through-the-line campaign, The PoolHouse will open a stunning state of the art display centre, showcasing 11 individual styles of uniquely (landscaped/themed) fibreglass pools that customers can ‘try before they buy’.
“Crave Global will roll out the campaign this week, launching across TV on demand, out of home billboards, PR and digital.
“With a new owner in Chris Connors, comes a renewed energy and focus, but with the same commitment to continue to deliver a quality product, alongside a best-in-class service.
“As warmer weather approaches and people reach for their togs again, it’s our aim to captivate consumers with this evocative campaign.”
“The PoolHouse aims to help new and old customers with anything that will ensure the ultimate result – a happy customer making memories, poolside.
Connors said: “As the warmer weather approaches and people reach for their togs again, it’s our aim to captivate consumers over the summer months with this evocative campaign.
“Crave Global got to the heart of The PoolHouse with the new brand and campaign.
“It’s given us the right focus and reminded us that we’re not just in the business of selling superior pools, we’re also in the business of helping our customers to create unforgettable memories that will last a lifetime.”
Hadleigh Averill: “At Crave, we strive to help brands understand the role they play in people’s lives. Our aim is to always find the nugget that resonates with audiences to create a tangible feeling or moment.
“What we uncovered in our research is that most pool owners either grew up with a pool or had a close relationship with a friend who did. Our audience are emulating their own childhood experiences, for their children and grandchildren,” he says
“#ThisIsPoolLife aims to create a movement that drives unfair share of voice by engaging Kiwis to celebrate all the lighter moments that make up New Zealand pool culture – the memories that last a lifetime. After all, everyone has a good pool story.”
The new campaign will be in market from late October with The PoolHouse display centre up and running from late November.
CREDITS
Agency: Crave Global
Executive Creative Director: Hadleigh Averill
Managing Director / Partner: Daniel Hopkirk
Senior Account Director: Nicola Bracey
Strategist: Lucinda Sherborne
Media Director: Andrew Reinholds
General Manger: Luke Farmer
Senior Creative: Scott Kelly
Creative: Ryan Hobbs
Design Director: Solene Constant
Senior Designer: Angelo Wells
Designer: Nicole Meyer
Photographer: Fraser Clements
Producer: Hamish Mortland
About Crave Global
Formed in 2016 by Daniel Hopkirk and Hadleigh Averill, Crave Global’s mission is to add value to the fabric of New Zealand and Australian culture – driving growth for brands through cultural relevancy.
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