Two years after first launching its ‘purer invironment’ spot, HRV has once again collaborated with Y&R NZ to launch an extension of the campaign, which will see the home improvement company take on an old, damp and mouldy home.
The HRV Pure Invironment Project, which aims to show that it’s possible for any home—irrespective of its age—to have an invironment as comfortable as the one depicted in the original TVC, will result in the renovation of a 110-year-old villa over the next month.
HRV chief executive Bruce Gordon says that the choice of the home at 45 Lincoln Street came down to the fact that it had problems that are rife in many Kiwi households.
“It may be a Ponsonby house but it’s typical of homes around the country that are prone to mould and dampness which have adverse effects on the health of the household, especially children,” he says in a release.
In order to rectify these problems, HRV has arranged for the installation of new ventilation, heating and cooling systems, insulation and a whole home water filtration system.
Once the renovations have been completed, the home will be sold by The Property Market’s managing director Antonia Baker through an auction on 18 May.
Until then, the project will be marketed through a Trade Me listing, where visitors can stay up to date with the progress of the renovations.
Given that the campaign is likely to generate some public interest over the next few weeks, several brands – in addition to Trade Me and the Property Market – have partnered with HRV on the elaborate project.
Toyota has come onboard by giving the new homeowner a Prius C-hybrid vehicle; Mercury Energy will be providing one year’s complimentary power (provided that certain conditions are met); the Co-operative Bank is offering a special home loan agreement, which will see the homeowner benefit from a zero percent per annum interest rate on the first $500,000 for the first year of the loan; Green Stuff is providing the insulation in the floors, walls and ceilings as well as the acoustic insulation in the inner walls surrounding the bedrooms; Resene is going to ensure that the home has a fresh coat of environmentally friendly paint on its interior and exterior; LG will kit the home out with a range of entertainment, kitchen and laundry appliances; and the EQC has also confirmed its support for the project.
Although the home has been listed with a rateable value of $980,000, the renovations when combined with the extras thrown in by participating brands could encourage bidders to offer a little more at the auction.
All the brands involved in the project provided a release explaining why they had decided to participate in the project, with most saying that the decision was largely attributable to the need to improve the state of Kiwi homes—and it seems that those sitting in Beehive agree with this sentiment.
Earlier this year, Government initiated a warrant-of-fitness trial for state housing, which required homes to meet the standards set out in a 49-point checklist in order to be deemed suitable for living. Although politicians in opposition parties criticised the policy for focusing on state housing when the real problems exist in the private rental market, some saw it as a step in the right direction in ensuring that Kiwi houses are more liveable.