This is the first TVC campaign that we created for JG King Homes, advertising their new ‘Up’ collection of residential designs.
The campaign had two iterations.
The first spot was aimed at first home buyers, eager to get into the property market, with an eminently affordable first home.
While the second spot was focused on aspiring property investors, spruiking the upside of ‘Up’.
The campaign was underpinned by the positioning, “The ultimate status update”, which was a double entendre of sorts; simultaneously underlining the milestone step that purchasing a property represents, while also invoking the social media world we inhabit, where short of getting married, or having a baby, buying your first home or investment property is really, the ultimate status update.
It turned out to be the perfect positioning for this campaign, and consequently drove incredible sales results for our client.
JG King – Up Collection – First Home Buyer
The camera pans slowly from right to left as we open up on a young, 20-something woman, Sasha, sitting in a busy outdoor cafe with a skinny latte at her side. She looks at the iPad in her hands with a knowing smile on her face.
A folk pop song, “We’re Coming Up”, sets the scene.
We cut to a close up shot of her hands as she swipes through some hero images of the home facades from the new JG King ‘Up’ Collection.
We cut back to the original mid-shot, and as she types on her iPad screen, a stylised, animated social media messaging bar appears to her side. The letters of the words appear in succession as she types,
”I think I’ve found it, what do you think?”
We cut to a shot of her boyfriend, Brad, who is sitting in a boardroom meeting as the message arrives. A presenter stands blurred in the background, gesticulating as he talks to the assembled group.
An electronic ‘Ding’ signals the arrival of the message.
Brad is in his late 20s and we get the sense that he’s very down to earth and a bit of a larikin despite working in such a corporate environment. This is inferred by his 3-day-growth and the unmistakable twinkle in his eye.
We cut to a more tightly cropped shot of him as he covertly opens the link on his iPad to check out the home that Sasha has sent to him.
Looking down he begins to discreetly type a message to her. As he does, the same stylised, animated social media messaging bar appears to his side. The letters of the words appear in succession as he types,
”I love it, where do we sign?”
We then cut back to Sasha sitting in the outdoor cafe. It’s a closeup of her face holding her iPad up and beaming effusively as she reads his reply.
There’s a transition of a camera flash before we cut to a shot of the couple now standing together smiling ecstatically with a JG King salesman who holds up a glossy brochure of the home that they’ve just signed up for. They’re shot in the JG King office. From the way that the boyfriend is leaning in we can tell that he’s about to take a selfie of them all. As the camera flashes, the shot recedes back into a blue background that both evokes the signature blue of a certain social media behemoth as well as the JG King blue.
Underneath the posted image there is the accompanying text, “OMG We just signed!”
A series of posted responses pops up as Brad and Sasha’s original post blurs and fades into the background.
The first one is posted by their friend Amy which reads, “Congrats”.
As it fades and blurs a second appears from their friend Maysie which reads, “Well done :)”.
Another two blurred posts appear in the background while another appears in the foreground from Sasha with a photo of them in front of their home’s new steel frame. The accompanying text reads, “Steel frame’s up”.
A post then appears from Sasha’s dad that reads, “Impressive”.
Some more blurred posts appear in the background as one comes up in the foreground from their friends, John and Kate, that reads, “So exciting”.
The screen flips to a nearly full screen image of them posing triumphantly in front of their completed new home. Beneath the photo the post reads, “We’re in and it’s all ours!”
We transition to an end screen that features the “Up Collection” logo.
Step up into your first home
VO: (friendly 30 something female)
The Up Collection by JG King.
JG King – Up Collection – Investor