Fleetwood: changing hearts and minds
The problem
Fleetwood's share of voice was less than that of it’s smaller competitors and this was slowing down growth. Additionally it’s category (Modular construction) perceptions were stuck in the 80s.
The solve
Connect the brand with the needs of Modern Australians. Creating VR experiences and aspirational content helped lift the brand and deliver on our promise. Fleetwood, the better way to build.
The tasks
- Positioning strategy
- Buyer's journey and decision making unit definition
- Brand strategy
- Customer journey planning (Web, CRM)
- Campaign architecture and channel planning
- Brand system evolution management
The impact
Timed to launch around the Government's Housing Future Fund announcements leads rose by 200% in the first month of the campaign