For the 'dare-to-dreamers' and more: PlaceMakers introduces refreshed brand positioning

  • Advertising
  • September 5, 2018
  • StopPress Team
For the 'dare-to-dreamers' and more: PlaceMakers introduces refreshed brand positioning

With 37 years of business behind it, PlaceMakers has refreshed its brand positioning through agency Chemistry.

'Together we're building New Zealand' was launched with a 45-second TVC this week, depicting who PlaceMakers is for: the dare-to-dreamers; the do-it-righters; the planners; the makers; and the quality seekers.

It's backed by 2012 American Idol winner Phillip Phillips' song 'Home'.

PlaceMakers head of marketing Sharon Lyndon says the latest campaign reflects the retailers' target audience.

"Since 1981, PlaceMakers has been helping New Zealand communities build homes with Kiwi ingenuity and PlaceMakers expertise.

"As we continue to evolve our business, we wanted to refresh the way we present our brand so we reach every single one of our customers, making an impression, exceeding their expectations and showing how we work as a team and go that extra mile."

The PlaceMakers team worked closely with Chemistry to create the new brand and retail platform.  

Chemistry senior account director Mel Moss says the agency relished the challenge of refreshing the well-known Kiwi brand. 

"PlaceMakers already has a great foundation as a brand. Our brief was to evolve the brand platform to create a positioning people could emotionally connect to, harnessing the trust Kiwis have in the work PlaceMakers does."

Chemistry creative director Pat Murphy says the PlaceMakers work has been one of the most collaborative campaigns he has worked on. 

"We all shared a clear vision of what we wanted to achieve and the result is a rich platform that has endless opportunity for engaging executions going forward."

The TVC was directed by Harold Monfils and produced by Jackie Clark through Dusty Road.

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