Campaign puts a cheeky twist on millennial's willingness to lean on the 'Bank of Mum and Dad' to get a foot up on the property ladder
To drive awareness for its new Smart Living offering amongst first home buyers, Porter Davis has unveiled 'The Rich Parents', a new promotional campaign, created by The Monkeys part of Accenture Interactive.
The promotional concept is built on research from Digital Finance Analytics research (January 2018) that shows 55 per cent of Australian First Home Buyers (FHB) rely on financial support from their parents to borrow on average $88,450 to purchase their first home.
Enter: The Rich Parents You Never Had. Aisha & Stu McFernlayson never had kids; they own 11 properties and generally have too much money. They're on the hunt to adopt a First Home Buyer and share their wealth, becoming the 'rich parents you never had' by gifting a $170K Smart Living Home deposit.
Developed using the insight that FHBs are leaning on the 'Bank of Mum and Dad' for financial support, the campaign includes a competition to win a $170,000 deposit for a Porter Davis Smart Living Home, whilst showcasing the house and land packages. To enter the competition, first homebuyers can visit: https://richparentsyouneverhad.com.au/.
Directed by Matthew Saville (Josh Thomas's Please Like Me and Chris Lilley's We Can Be Heroes), the campaign will roll out across home advertising, digital, radio, press, and on Porter Davis-owned social channels.
Says Lee Lowndes, group content director, The Monkeys: "In a media environment where we're constantly hearing about the challenges for first home buyers, who wouldn't wish for some generous rich parents to contribute $170k to a new house?
"It's a new take on a promotional giveaway we hope will both entertain and capture the attention of young home buyers who might currently think a Porter Davis home is out of their league."
Says Shaun Patterson, general manager, digital & marketing, Porter Davis: "Our Rich Parents campaign aims to increase awareness of the Porter Davis brand within the first home buying market.
"The campaign resonates with the barriers Victorian first home buyers are facing in purchasing their dream home in a unique and irreverent tone. We are thrilled with the collaborative partnership that has formed with The Monkeys. Their strategic rigour and agility to deliver our latest campaign is to be commended."