Background: Another longtime Demi & Cooper client, Wiseman-Hughes Homes faces constant competition in the crowded and competitive Chicago suburban homebuilding market. But a defining characteristic of being a Wiseman-Hughes homebuyer is the flexibility to make your home distinctly yours. How to communicate this clearly the Wiseman-Hughes' target demographics was the challenge.
The result: The current campaign embraces this concept of flexibility for the homebuyer through the tag line, "I Want What I Want." Executed with unusual photography, contemporary but stylish layouts and a voice that homebuyers hear as their own, the campaign builds on a brand established in print advertising and extends it through display advertising, print collateral, the company's highly-interactive online presence as well as direct mail and e-mail marketing.
To view the individual components of this campaign, please select any of the thumbnails to the right for more information.
PROJECT: I WANT Billboard
The 'I WANT' concept was developed not only to highlight how closely Wiseman-Hughes listens to its customers, but because it easily adapts to a variety of mediums. This billboard highlights one of the primary 'wants' new home customers search for - a house that feels like something special, and that has style and personality. Both of these things Wiseman-Hughes delivers, and this fact is reinforced at every opportunity.
PROJECT: Wiseman Corporate
Wiseman-Hughes was looking for a tag line that could help solidify their 'flexibility' position in the homebuilder market, as well as
have a strong, stand alone graphic presence. "Making Home Happen' was chosen for its upbeat, proactive feel, and by combining
a strongly graphic 'home' with the Wiseman corporate typeface, we were able to easily integrate the tag line logo into the
company's current campaigns. The mark's classic simplicity also guarantees a long life, which will add equity to the brand's position.
PROJECT: Reston Ponds Logo
The Enclave at Reston Ponds is an upscale single-family neighborhood being built in the town of Sycamore, Illinois.
One of the most important 'personality points' at the original input session was the fact the the project would
have extensive water features, with many of the homes either being on or having views of the water.
The swan was an elegant way of representing this fact without actually using water as part of the logo - something
we felt would be cliched. The graceful lines and strong shapes make for an easily recognized - and remembered -
mark for the company.
PROJECT: The Plaza on New York Logo
A somewhat different type of development for Wiseman Hughes, the plaza would integrate town homes, row homes
and commercial products together. The site is off of a busy thoroughfare, and is surrounded by mostly commercial
development. The question was how to represent the 'urban' feel of the project, while keeping the image both upscale
and desirable. The project's land plan provided the answer - a central square with a fountain had been designed as
a focal point, and that became the central image. The two-color execution is simple, symmetrical and elegant.
PROJECT: Randall Highlands Logo
This neighborhood is a combination of Single-family homes and town homes. Its primary selling point (besides the product
itself) is the location. Located just north of I-88, and on Randall Road, it's not only adjacent to the western suburbs
main east - west transportation route, but sits just south of a major retail zone. The mark was inspired by Celtic imagery,
and all the streets, models and graphic personality were inspired by the Scottish Highlands. We were careful to
execute the mark so it would mesh well with the home's architecture, as well as things like entrance monuments and
street lamps.
PROJECT: Idea Planner/Home Organizer
Going beyond the traditional corporate brochure, this collateral piece was designed as a place where home buyers can collect and store swatches, samples and ideas into sortable envelopes within. The brochure vividly presents the concept of "choice" to the home buyer, who is encouraged to take an active part in the selection and finishing of their home and its features. The Planner has a portfolio feel to it with a velcro closure and pockets inside to store other printed material. Response to the piece has been so great that the client is now selective about who to hand it out to!
PROJECT: Gas Card Direct Mail
Sometimes, developing an effective marketing strategy depends completely on reacting to a current situation.
In the summer and fall of 2005 gas prices spiked to unprecedented levels. In response to this, we developed a
direct mail offer that would make it less expensive for realtors to drive clients out to one of Wiseman - Hugh's
neighborhoods - we gave them a gas card that would fill their tank. Timely, and effective.
PROJECT: Ashcroft Walk Direct Mail
This mailer utilizes the same creative as the print ad, mainly because of the striking image and a headline that most people equate with traditional ideas of home and family. The standard 6x9 size keeps the postage budget in check, but provides enough size and 'mass' to get noticed in the pile of mail most people receive everyday.
PROJECT:
Another example of the flexibility of the "I WANT" campaign, a series of five mailers were sent out to qualified renters/homeowners. The "I WANT" concept was
used as a springboard to talk about the Wiseman-Hughes brand, and how customer wants, needs and input are constantly evaluated and integrated into the
company's product. The copy drives them to the web site, which is one of the most comprehensive of its kind in the industry. A map illustrates the location of
all Wiseman-Hughes's current communities.
PROJECT: "I WANT" Ad Campaign
The latest Wiseman - Hughes campaign is the latest series of ads that promise the buyer an experience with a builder
that listens to its customer, and takes their wants and desires into account every time they design and build a home.
The large "I WANT" is a strong indication to the reader that Wiseman - Hughes is paying attention to what they say and think -
whether it be gleaned from a focus group or something that is communicated to a salesperson. All of the ad concepts illustrate
elements of the home buying and homebuilding process that people are concerned about. The photos are unique and unlike
what you see when reading the homebuilding sections of the newspaper. They are timely and true - and for that reason
these ads have resonated strongly with the consumer.
PROJECT: Windett Ridge Print Ad
The beautiful, rolling countryside in Yorkville, Illinois provided a lovely setting for Windett Ridge, a single family
neighborhood filled with traditional - style homes. This topography, and the town's charming rural persona,
provided the inspiration for the ad campaign. An effective selling point for today's harried consumer, we simply
pointed out the obvious. A special photo shoot was arranged, and the results do a great job romancing the product
and the site.
PROJECT: Ashcroft Walk Ad
An upscale townhome development adjacent to its single family counterpart, Ashcroft Walk shares all the advantages of its more expensive neighbors.
The ad campaign highlighted the 'nature' that surrounds the neighborhood - extensive water features, open space and trails. The photo, which is actually
a stock image, does an excellent job of setting the tone for the neighborhood and its surroundings. A simple, formal layout give the product an upscale gloss,
while the overall personality of the pieces is accessible and friendly.
PROJECT: "I WANT" Commercial
One of the most effective additions to the 2006 Wiseman-Hughes “I WANT” campaign is their new TV commercial. This is the first time the client has used television as an advertising tool.
We took the essence of the “I WANT” ads and used elements to create a commercial that portrays the same message to its viewers that the ads do for their readers. This commercial promises the buyer an experience with a builder that listens, and takes their wants and desires into account each time they design and build a home.
With a limited budget and a tight time frame, we have managed to create a commercial that draws in its audience with the use of riveting photography and elegant typography. The commercial works effectively in its medium because it stands out from the average homebuilder TV commercial, and uses the occasion to bring viewers to their web site.
PROJECT: Corporate Web Site
Wiseman-Hughes' investment in a totally interactive, immersive web site has really paid off. The site enjoys month-over-month growth in active, participating online home buyers. Each of Wiseman's communities is included on the site with their own separate areas, featuring interactive, Flash floorplans, panoramic virtual tours of furnished models and the unique ability to have visitors save models and communities for comparison later.
Built into the web site is a password-protected administration area that allows the client to make instant content edits including a dynamic inventory home builder that instantly creates listings and downloadable PDFs. The admin area also has special demographic reporting modules and branded, automatic e-mail follow-up features that tie into the buying process.
PROJECT: eNewsletters
Throughout the year, the established database of Wiseman-Hughes buyers is sent a rich media eNewsletter via e-mail. These feature timely articles on home design, new product offerings and other announcement from Wiseman-Hughes. The eNewsletters are created with short "teasers" of information that the recipient can click on to read to complete article online. Click-throughs are tracked and reported and the current success rate is well into the double digits.
PROJECT: eBlasts
Wiseman-Hughes makes good use of e-mail marketing by sending out special announcements, product openings and other promotions to the established database of homebuyers. These are custom-created using rich graphics and engaging text. An online version is also available for recipients whose mail programs cannot display the rich media versions. Click-though rates have been as high as 60% in some instances!
PROJECT: Digital Theater Movie
Wiseman-Hughes' marketing message now extends into Illinois' second busiest theater complex through the presence of a digital movie commercial that plays before every movie to a captive audience. The newest version extends the "I Want" campaign to this newest media, increasing exposure in a centrally-located geographic area.
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