Spinach Creates ‘Ready When You Are’ Brand Platform and Campaign for Homebuyers Centre

Integrated agency Spinach has created an all-new contemporary brand platform for Homebuyers Centre targeting young first homebuyers who may not realise they are ready to enter the property market.

Homebuyers Centre Group marketing, manager WA Libby Alcock said, “For more than 30 years, Homebuyers Centre has assisted thousands of Victorian and West Australians to buy their first home through our finance, land and home offering. A lot has changed in the last 30 years, so it was time to review and adapt the way we speak to our customers.”

Spinach conducted a full audit and evaluation of the Homebuyers Centre brand which led to the development of a refreshed brand strategy, visual identity, new logo and communications platform.

With market sentiment and confidence extremely low, cost, interest rate rises, lack of knowledge and the stress of building or a ‘want it now’ mindset see many young people put home ownership in the too-hard basket.

The campaign highlights these moments and plants the seed that home ownership is achievable with Homebuyers Centre.

Spinach co-founder and chief creative officer Frank Morabito said, “Homebuyers Centre needed to be more distinctive. To deliver on this, we have created a platform that breaks category conventions. No talking heads walking through a display home. Instead, we show moments of inspiration that make people aware they’re first home ready, even if they don’t know it.”

Media activity spans a range of channels including platform-agnostic video, audio and social channels, with efficiencies delivered through the use of Homebuyers Centre’s first-party data. The campaign also employs targeting strategies including prospecting in contextual environments and remarketing.