Background

Extensive market research uncovered the opportunity for the James Hardie group and Rendition Homes to develop a brand catering specifically for the millennial market – Samata Homes.

communikate was engaged to support the launch of Samata Homes in South Australia – penetrating the market with compelling messages, cultivating consumer awareness and ultimately driving sales.

Campaign elements

  • Design and development of a highly accessible, SEO optimised, content rich website
  • Creation of a Sales Tool in the form of an iPad app being used by display home agents to support the sales and enquiry process
  • Creation of a promotional video to:
    • Celebrate the success of the Samata Homes launch
    • Demonstrate the company’s ongoing commitment to its builder network
    • Showcase the value of a strategic partnership with James Hardie to prospective partner builders
  • Planning and management of a ‘housewarming’ launch party
  • Digital advertising to support the launch party including:
    • Social media strategy and management
    • Development of blogger and influencer relationships to support wide-spread message distribution and endorsement
  • Media and publicity management

Results

The ‘housewarming’ launch party resulted in a 600% increase in visitation to the display homes across one weekend.

Media outreach achieved prominent features including a colour article in Sunday Mail Home+Life magazine and a colour feature in the SA Business Journal, with more still to come.

Website visitation targets were exceeded and we had a very happy client!

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