Putting the Aussie in Aussie
’We’re really happy with how well the Aussie As campaign has managed to pull this off and excited to see the work roll out.’
Aussie Living Homes has launched a new campaign with the help of Rhythm that celebrate the moments people enjoy when they are living in their own homes. They are what Aussie Living Homes is calling ‘Aussie As’ moments. The campaign comes after a strategic brand review that included a comprehensive design update.
“There is a lot of potential in the Aussie Living Homes brand that we wanted to capitalise on. It’s a crowded market, so we knew we needed a positioning that would stand out, but one that wouldn’t take us away from our business’s heritage or its core strengths. We’re really happy with how well the Aussie As campaign has managed to pull this off and excited to see the work roll out,” said Farima Sharif, Aussie Living Homes Marketing Manager.
Adam Rule, Rhythm’s Creative Director, said: “Aussie Living Homes wanted to do something more meaningful with the brand, that would work across the board. It was a awesome opportunity and we’re grateful for the support Anthony, Farima and the whole Sales and Marketing team gave us to get the campaign going.”
Strategy, creative and production were all done in-house and began immediately after the pitch win.
Senior Creative and Strategist at Rhythm, Gordon Haynes, said: “It was a great process and one that surprised us more often than not. Initially, we were reluctant to lean in to the ‘Aussie’ part of the brand’s name thinking it would come off looking more than a little cynical, but the research, including focus group after focus group, told us otherwise. There was also something in the way Aussie Living Homes operated, in how they dealt with customers, that had a distinct Australian flavour. In the end, it became impossible to take any other direction.”
The campaign launched 4th July across all media.