Bayleys is New Zealand’s largest full-service real estate company, with consistent growth across all areas a testament to their ongoing customer-first philosophy. However, from the outside the real estate industry appears self-centric and lacks emotional appeal. Bayleys was no exception.
We needed to inject some emotion into the brand – so we began by developing a core thought to shape the overarching communications strategy. This was the “World of Possibilities”. We then developed two key phases based on the the core thought: (1), the dreaming phase that portrayed us as an enabler to people’s dreams, and (2) highlighting the abilities of the people that actually make it happen – Bayleys’ agents.
Our lead creative manifested itself as two highly engaging and emotive brand ads that ran across multiple channels including TV, press, online and outdoor. This was supported by a suite of stories told by real Bayleys customers and their agents, which allowed us to add an engaging level of proof beyond the confines of a 45-second ad.