Challenge

Homes by Avi approached Chase with the challenge of preparing advertising & marketing materials to communicate a revolutionary new product - Avi Concept. This brave new idea in home building offers clients the ability to design a home in three easy steps. Working from preset floorplan designs that interchange with front elevations, you have the unprecedented choice of over 15,000 distinct plans, allowing you to design the home that best reflects your lifestyle needs. The challenge was to define a marketing communications strategy and supporting executions in presenting over 15,000 combinations to the audience in an easy to follow and understandable manner.

Solution: Chase decided to provide every elevation and floorplan layout with its own name, creating first, middle and last names for every possible combination. Now every new home truly had its own personality that reflected the needs and choices of the consumer. In executing the campaign strategy and its deliverable, Chase identified specific strategies and tactics from Interest, to Awareness, Knowledge and through to Action.

Interest | Teaser ( Pre-Launch ) Phase

With a product as revolutionary as Avi Concept it was important that the campaign command the attention of the viewer, communicating something truly unique in the marketplace. In an industry full of over-promising and under-delivering, it was important that our message was as clever as the product it was representing. Working with the analogy of "solving the home building puzzle", we narrowed down a small number of recognizable puzzle icons that are based on the idea of "simple complexity". Our leading teaser ad features a Rubik's Cube and the headline of "It's easier than you think." followed by "Avi has solved the home building puzzle, find out how at aviconcept.ca". This teaser campaign set out to capture the interest of the viewer with a call to action promoting a visit to the website.

Radio Teaser: The radio teaser campaign for Avi Concept was scripted to present the familiar insurmountable task of creating your new home floorplan from a plethora of choices, through the one-sided conversation of a husband and wife. Inside the span of 30 seconds the perfect floorplan is drafted to the surprise of the husband. "How did they do it? Find out how at aviconcept.ca" moves traffic to the website. Radio was utilized in both Edmonton and Calgary markets.

Web Flash Intro Teaser: The flash intro was an extension of the radio campaign (using the radio voice over), combining it with an animated Rubik's Cube that was solved at the end of the intro. An interest list generator was added to the end of the intro, prompting the audience to register their contact information for launch information.

Print Advertising: A teaser campaign using the Rubik's Cube was also developed and ran in traditional print mediums such as the Homes sections of the Calgary Herald and Calgary Sun as well as home buying resource guides such as New Home Buyers Guide and New Home Living. "It's easier than you think." (the Avi Concept cube) and "Avi has solved the home building puzzle, find out how at aviconcept.ca" was the call to action.

Awareness | Tempo (Launch) Phase

Print Advertising: Introducing the unique name setting behind every possible Avi Concept combination, we have kept with the clean and simple layout, allowing the new home rendering and a name tag (Hello my name is) to be introduced as a personality. This campaign is a follow-up to the teaser campaign and is meant to pique interest while providing some product information, with a call to action promoting a visit to the website. Media selected was the same as the Print Teaser Campaign (Calgary Herald and Calgary Sun Homes sections and New Home Buyers Guide and New Home Living)

Out-of-Home Advertising: For the launch of Avi Concept in Calgary (in the new community of Silverado), an outdoor billboard campaign was developed using the "Hello my name is" name tags (3 consecutive boards) followed by a fourth product board with extensions. The campaign utilized inventory from both Pattison and CBS Outdoor in order to acquire four consecutive boards along southbound MacLeod Trail in Calgary.

Website: A Flash-based site (which included the Flash intro from the Teaser Phase) was designed following the creative direction set in the tempo "Hello my name is" advertising campaign. The site's main navigation includes background information with "What is Avi Concept?", "How does it work?", "Where can I build?", and "Register" sections.

Press Kit: Avi launched its first Avi Concept product in Edmonton in the community of Ellerslie Heights. Chase developed a press kit to be distributed to the media and other developers and builders who attended the launch event.

Knowledge | Sales Centre Phase

Avi Concept Flip Book: The Avi Concept Flip Book is the holy grail of Avi Concept, it is here that the true message and simplicity of the product is displayed. Born from the notion of a children's flip book that allows you to mix and match the head, torso and legs of different personalities, the Concept Flip Book allows you to explore over 15,000 possible combinations in a manner of three easy steps. With every front elevation, every first floor and every second floor bearing their own unique name, your floor plan choices quickly gain the personality of a three piece name, for example "Tim Damian Dean", allowing you to create a home as unique as you are.

Postcard Take-Away: A postcard take-away was developed for each Avi Concept showhome. The postcard included the showhome floorplans and other product / contact information specific to each community. The postcard was distributed and available to all visitors. Only visitors who expressed a serious interest in purchasing were provided with an Avi Concept Flip Book.

Sales Centre Design / Signage: Chase provided recommendations on the sales centre design and colour palettes and worked closely with Avi's interior designers to deliver a high-energy Avi Concept branded experience. Wall mounted plexi signage was created to walk the audience through the benefits and process of creating an Avi Concept home.

Directional Signage: Community directional signage was developed in-line with the "Concept" brand for the Edmonton launch in Ellerslie Heights and the Calgary launch in Silverado.

Action | Selling and Purchase

Avi Concept sales centre staff were briefed on the project and began selling the first Avi Concept product in September 2006 in the Edmonton community of Ellerslie Heights. Within 3 weeks, Avi Concept product in Ellerslie Heights was sold-out.