G.J. Gardner Homes has launched a new brand campaign ‘We’re locals like you’ via 99’s content production unit, The Workshop. The campaign includes six TVCs shot across the country in a range of community settings.
This weekend sees the ads shot in Hamilton and Christchurch go to air, with the Queenstown and Southland commercials having been aired at the end of March, and ads from Tauranga and Manawatu still to come.
The ads focus on the value of having local people on the ground building homes for their customers, but also the benefit of having a nationwide company offering support, systems, processes and buying power to deliver their clients' homes.
Each ad is centred on a G.J. Gardner franchisee who have a strong affiliation with the relevant region. Each individual shares what family and community means to them and how the building company benefits local community and local businesses.
Managing director for Deacon Holdings and master franchise for G.J. Gardner Homes, Grant Porteous says the company knows the value of being local, by using local trades and suppliers not only helps the community but also ensures we deliver the best product possible to our customers.
"These ad’s go a long way to reassuring people that whilst we may be national we are certainly local.”
And while putting G.J. Gardner's franchises at the front and centre of this campaigns shows that purpose is being felt across the business, the ads do fail to represent local communities around the country as all ads represent just the one demographic: white middle-aged New Zealanders.