This campaign was conceived from one of the main challenges facing prospective homeowners and die-hard urbanites in the Greater Toronto Area: “I’ve been priced out of the GTA, but I don’t want to move to a sleepy small town ”. Our goal was to reposition the small towns we build in to this apprehensive crowd and to lead a “rural renaissance” that showcased the energy, beauty, culture, and pride of suburban living. The central tool of the campaign was a highly visual, custom-built website with an interactive quiz designed to match prospects to one of our seven communities that best suits their life and values. We created an algorithm that identifies the quiz-goers’ unique personality, the town and neighbourhood best suited for them, and a specific home within the neighbourhood that meets their lifestyle needs -- all based on how they answered the quiz questions. Every town featured in the quiz also had a corresponding micro-site with additional information on the town and what it has to offer in an effort to guide prospects to inquire about the homes we build in that community. Tactics leading prospects to the quiz website included digital ads, sponsored articles on various online platforms, sponsored emails, organic and paid social, and an Instagram Story series, titled “A Day In The Life”. All campaign elements were successfully leveraged using the hashtag #EmpireLifeReimagined.
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