NEW NOSTALGIA BRAND CAMPAIGN Project: Redrow
In a market littered with lots of names but few real brands, awareness of differentiation is limited. Redrow needed to find a strategic foundation, a defensible, profitable market territory.
Redrow developed a brand slogan ‘A Better Way To Live’, but this lacked a clear becasue… but ended up being a hollow visual refresh without any rational clarity or emotional depth.
I needed to find the missing ‘why’, re-ignite and surface the strong product secrets and reasons to believe. It was all there, but I needed to rebalance their focus to truly stand out.
The new home dichotomy
- The rational and emotional price of new build -
history brought up to date
Fortunately, there are some compelling product reasons to believe. The product DNA – fusion of old and new, a truly classic design with timeless aesthetic appeal. Authenticity, not a pastiche.
new nostalgia rooted in culture
MINTEL Research Trends: Consumer’s find comfort in nostalgia. They often look for the familiar in times of uncertainty and make people feel more socially connected. Nostalgia triggers powerful emotional and sensory reactions.
setting The ‘new’ battle ground
Disrupt behaviour when most of it is unthinkingly habitual.
Don’t play by the category’s rules. BREAK THEM.
Redrow aren’t the same as the rest so need to stop behaving like it.
Take the game to 2nd hand market and get them to worry about us - provoke preference.
Embrace all the things people love in older homes – because we love them too!
Our fascination with well-built, timeless things, but with the beating heart of the latest tech.
