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案例简介：克莱顿是全国最大的房屋建筑商之一，他发起了一场新的活动，为博尔德营销公司 Made 创建的预制房屋。创意在广播、数字、社交和流媒体电台网站上推出。整合活动的媒体购买 -- 包括音频、横幅、预卷、旋转木马和广告牌视频组件 -- 将包括 Facebook 、 Instagram 、 Spotify 和 Pandora 以及广播, 在顶部和连接的电视提供商。 克莱顿首席执行官凯文 · 克莱顿说: “场外建造的房屋提供了更高的质量、更多的价值和明智的解决方案，以应对美国的经济适用房危机。”。“这场运动是为了帮助更多的家庭意识到他们可以在不牺牲现代设施的情况下获得一个美丽、高质量的家。通过利用创新的建筑实践、自动化和大规模购买力，场外建筑可以实现拥有住房的梦想。" 克莱顿说: “克莱顿拥有独特的位置，可以利用现场和非现场的家庭建筑方法来弥合负担能力差距。”。“作为一个公司和行业，我们的目标是让奢侈品民主化，为所有家庭提供可实现的住房所有权。” 当 60 秒的英雄现场打开时，一个穿着随意的年轻女子走进了一个空荡荡的大仓库 -- 这是一个家庭建筑设施。当梅尔 · 托姆爵士版的 “婴儿之家” 开始时，她进入了一扇孔雀色的门, 把她的外套挂在一个架子上，这个架子出现了，并开始和她的家人在这个垫子里生活。 一点点，斯塔克的设置变成了她周围的梦想家园。墙壁竖立和后退，为书架腾出空间。当她坐下时，沙发放在她下面，她的脚被支撑在一个匹配的脚凳上。不断移动的摄像机跟随家庭成员 (一个踱步的丈夫，一个穿着睡衣的孩子) 漫游在这个地方，因为家庭和伟大的生活都在一起。广告以一个史诗般的拉入镜头结束，我们发现这个家现在在一个美丽的户外环境中，家庭居住的地方。 “就这样，” 一张标题卡写道。“梦想生活是你能负担得起的东西。” 标语: “这是神话般的®。克莱顿。” 该广告旨在解除从未居住在制造业的消费者的武装，并在奢侈品牌中播放他们期望的可定制功能。根据美国人口普查局的数据，一个新的有土地的新建住宅的平均价格接近 400,000 美元，远远高于场外住宅的售价。广告侧重于这些房子的风格、时尚和美丽，在消费者比以往任何时候都更需要价值的时候，这些房子可以以可以达到的价格买到。 “这个地方说明了每个人都被房价扣为人质。它告诉他们有美丽的家园以不同的方式建造。他们买得起的房子。它是以通常为奢侈品牌保留的迷人视觉语言来实现的，”make 的创始人兼首席创意官戴夫 · 希夫说。 这是克莱顿与他们的唱片公司 Made 联合发起的第二次竞选活动。
预演
案例简介：Clayton, one of the largest home builders in the nation, launched a new campaign for prefab homes created by Boulder-based marketing firm Made. The creative launched on broadcast, digital, social and streaming radio sites. The media buy for the integrated campaign—which consists of audio, banners, pre-roll, carousel and billboard video components—will include Facebook, Instagram, Spotify and Pandora as well as broadcast, Over-the-Top and Connected TV providers. “Homes built off-site offer higher quality, more value and a smart solution to the affordable housing crisis in America,” said Kevin Clayton, CEO of Clayton. “This campaign was created to help more families realize they can attain a beautiful, quality home without sacrificing modern amenities. Off-site construction can make the dream of homeownership a reality by leveraging innovative building practices, automation and bulk purchasing power.” “Clayton is uniquely positioned to bridge the affordability gap using both on-site and off-site home construction methods,” said Clayton. “Our goal as a company and industry is to democratize luxury and provide attainable homeownership for all families.” As the 60-second hero spot opens, a casually dressed young woman walks into a large, empty warehouse—it’s a home-building facility. As Mel Tormé’s jazzy version of “Comin’ Home Baby” starts up, she enters a peacock-colored door that’s lowered into place, hangs her coat on a rack that emerges and proceeds to live life with her family in this pad in progress. Bit by bit, the stark setting transforms into a dream home around her. Walls erect and recede to make room for bookshelves. A sofa is placed under her as she is sitting down and her feet are propped on a matching ottoman. The constantly moving camera follows family members (a pacing husband, a pajama-clad child) roaming through the place as both the home, and a great life, come together. The ad ends with an epic pull-through shot where we discover the home is now in a beautiful outdoor setting, where the family resides. “And just like that,” a title card reads. “A dream life is something you can afford.” The tagline: “That’s Prefabulous®. Clayton.” The ad aims to disarm consumers who have never lived in a manufactured home and plays up the customizable features they expect in luxury brands. According to the U.S. Census Bureau, the average price of a new site-built home with land is nearing $400,000–much higher than what off-site homes sell for. The advertising focuses on the style, fashion and beauty of these homes, which are available at an attainable price point at a time when consumers need value more than ever. “The spot speaks to everyone being held hostage by home prices. It tells them there are beautiful homes built a different way. Homes they can afford. And it does so in the mesmerizing visual language normally reserved for luxury brands,” said Dave Schiff, Founder and Chief Creative Officer at Made. This is the second campaign Clayton has produced in association with Made, their Agency of Record.
Prefabulous
案例简介：克莱顿是全国最大的房屋建筑商之一，他发起了一场新的活动，为博尔德营销公司 Made 创建的预制房屋。创意在广播、数字、社交和流媒体电台网站上推出。整合活动的媒体购买 -- 包括音频、横幅、预卷、旋转木马和广告牌视频组件 -- 将包括 Facebook 、 Instagram 、 Spotify 和 Pandora 以及广播, 在顶部和连接的电视提供商。 克莱顿首席执行官凯文 · 克莱顿说: “场外建造的房屋提供了更高的质量、更多的价值和明智的解决方案，以应对美国的经济适用房危机。”。“这场运动是为了帮助更多的家庭意识到他们可以在不牺牲现代设施的情况下获得一个美丽、高质量的家。通过利用创新的建筑实践、自动化和大规模购买力，场外建筑可以实现拥有住房的梦想。" 克莱顿说: “克莱顿拥有独特的位置，可以利用现场和非现场的家庭建筑方法来弥合负担能力差距。”。“作为一个公司和行业，我们的目标是让奢侈品民主化，为所有家庭提供可实现的住房所有权。” 当 60 秒的英雄现场打开时，一个穿着随意的年轻女子走进了一个空荡荡的大仓库 -- 这是一个家庭建筑设施。当梅尔 · 托姆爵士版的 “婴儿之家” 开始时，她进入了一扇孔雀色的门, 把她的外套挂在一个架子上，这个架子出现了，并开始和她的家人在这个垫子里生活。 一点点，斯塔克的设置变成了她周围的梦想家园。墙壁竖立和后退，为书架腾出空间。当她坐下时，沙发放在她下面，她的脚被支撑在一个匹配的脚凳上。不断移动的摄像机跟随家庭成员 (一个踱步的丈夫，一个穿着睡衣的孩子) 漫游在这个地方，因为家庭和伟大的生活都在一起。广告以一个史诗般的拉入镜头结束，我们发现这个家现在在一个美丽的户外环境中，家庭居住的地方。 “就这样，” 一张标题卡写道。“梦想生活是你能负担得起的东西。” 标语: “这是神话般的®。克莱顿。” 该广告旨在解除从未居住在制造业的消费者的武装，并在奢侈品牌中播放他们期望的可定制功能。根据美国人口普查局的数据，一个新的有土地的新建住宅的平均价格接近 400,000 美元，远远高于场外住宅的售价。广告侧重于这些房子的风格、时尚和美丽，在消费者比以往任何时候都更需要价值的时候，这些房子可以以可以达到的价格买到。 “这个地方说明了每个人都被房价扣为人质。它告诉他们有美丽的家园以不同的方式建造。他们买得起的房子。它是以通常为奢侈品牌保留的迷人视觉语言来实现的，”make 的创始人兼首席创意官戴夫 · 希夫说。 这是克莱顿与他们的唱片公司 Made 联合发起的第二次竞选活动。
Prefabulous
案例简介：Clayton, one of the largest home builders in the nation, launched a new campaign for prefab homes created by Boulder-based marketing firm Made. The creative launched on broadcast, digital, social and streaming radio sites. The media buy for the integrated campaign—which consists of audio, banners, pre-roll, carousel and billboard video components—will include Facebook, Instagram, Spotify and Pandora as well as broadcast, Over-the-Top and Connected TV providers. “Homes built off-site offer higher quality, more value and a smart solution to the affordable housing crisis in America,” said Kevin Clayton, CEO of Clayton. “This campaign was created to help more families realize they can attain a beautiful, quality home without sacrificing modern amenities. Off-site construction can make the dream of homeownership a reality by leveraging innovative building practices, automation and bulk purchasing power.” “Clayton is uniquely positioned to bridge the affordability gap using both on-site and off-site home construction methods,” said Clayton. “Our goal as a company and industry is to democratize luxury and provide attainable homeownership for all families.” As the 60-second hero spot opens, a casually dressed young woman walks into a large, empty warehouse—it’s a home-building facility. As Mel Tormé’s jazzy version of “Comin’ Home Baby” starts up, she enters a peacock-colored door that’s lowered into place, hangs her coat on a rack that emerges and proceeds to live life with her family in this pad in progress. Bit by bit, the stark setting transforms into a dream home around her. Walls erect and recede to make room for bookshelves. A sofa is placed under her as she is sitting down and her feet are propped on a matching ottoman. The constantly moving camera follows family members (a pacing husband, a pajama-clad child) roaming through the place as both the home, and a great life, come together. The ad ends with an epic pull-through shot where we discover the home is now in a beautiful outdoor setting, where the family resides. “And just like that,” a title card reads. “A dream life is something you can afford.” The tagline: “That’s Prefabulous®. Clayton.” The ad aims to disarm consumers who have never lived in a manufactured home and plays up the customizable features they expect in luxury brands. According to the U.S. Census Bureau, the average price of a new site-built home with land is nearing $400,000–much higher than what off-site homes sell for. The advertising focuses on the style, fashion and beauty of these homes, which are available at an attainable price point at a time when consumers need value more than ever. “The spot speaks to everyone being held hostage by home prices. It tells them there are beautiful homes built a different way. Homes they can afford. And it does so in the mesmerizing visual language normally reserved for luxury brands,” said Dave Schiff, Founder and Chief Creative Officer at Made. This is the second campaign Clayton has produced in association with Made, their Agency of Record.
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