We love it when a client comes to us with a big idea.
Brookfield Residential, a longtime partner and one of our favorites, approached us last year to tell us about a new, exciting project at the Avendale community in Bristow, VA. It’s an experimental home designed to test the latest eco-friendly technology, products and building methods.
Brookfield wanted to find out what really works and whether these energy-efficient features can be integrated on a larger scale into the homes it builds across Virginia, Maryland and Delaware.
The idea was in its infancy then, but they were excited about it. And that got us excited. The marketing push is now peaking. We’ve had a great time with it because it’s one campaign that involves team members from across NDG and draws on so many of our marketing capabilities.
Boiling it Down
First things first: We needed a name. We kicked around dozens of ideas, we mixed, we matched, and finally we settled on “The PureBlue Home.” It highlights the all-encompassing approach and ties it back to the company’s existing Brookfield Blue energy-efficiency program.
Then we debated the best way to explain such a unique, complex project. During a long brainstorming session, someone finally said, “It’s basically like a BMW concept car, isn’t it?”
That was spot-on. PureBlue is a concept home.
Talking it Up
With a widely understood reference point to anchor our messaging, we got to work.
We filmed a promotional video. We built a landing page. We created email blasts, banner ads and brochures. When visitors come in the door, they can use our touchscreen display to learn more about Brookfield and PureBlue. As they move throughout the home, they’ll discover iPads that reveal photos, videos and descriptions of the innovative features in the room.
We’re now in the midst of a strong public relations push, for which we’ve created multimedia press releases and news stories. We’ve launched a social media campaign to engage prospective homeowners, as well as interested media and industry professionals.
Of course, we’ve planned big events at The PureBlue Home for journalists, Realtors and home shoppers. The Grand Opening last weekend was a huge success.
The PureBlue Home is pretty amazing. And it all started with a big idea.