The client brief required a program to better differentiate the builder from competitors, NRG developed the “Everyone’s built different” campaign. Using press advertising supported by strategically placed out-of-home media, highly unique characters were associated with the brand to promote the builder’s capacity to tailor plans to individual needs.

With the few very large builders vying over prime position in the Sunday press, it left others with the issue of seeking methods of standing out from each other in what remains. NRG engineered a separate outdoor campaign to support press advertising using strategic sites for bus shelters in and around display villages to bring the brand top-of-mind at the most opportune time.