SIMONDS TRANSFORMS NEW HOMES ADVERTISING AFTER LANDMARK DEAL WITH HASBRO

American multinational toy and board game manufacturer Hasbro has approved Simonds to reference the Transformers brand in its latest marketing campaign to promote the company’s ‘Big Brands’ promotion.

The TVC features a Transformer made out of building materials and home products walking down a residential street, then taking up residence on a vacant block and transforming into a new modern home. The epic commercial launched across the country during the AFL and NRL Grand Final weekend.

Simonds National Manager Group Marketing Daniel Senia said the campaign represented the most significant investment in advertising by the company for 2015.

“’Big Brands’ is an annual event for us, and this year we really wanted to elevate the campaign, when the Transformers concept was recommended by our communications agency, T20 Group, we jumped at it,” said Mr Senia.

With the AFL and NRL Grand Finals falling on the same weekend this year, we were able to launch in all markets with a big bang,” he said.

T20 Group reached out to Born Licensing to negotiate the rights, which played a crucial role in facilitating the partnership, allowing Simonds Homes to proceed with the creative execution within weeks.

T20 Group Managing Director Rod Curtis said early and ongoing engagement with Hasbro, Simonds and animation studio Pixel enabled the team to manage expectations through what was an involved and complex process.

“The brief from Simonds was to step-up the campaign to something bigger and better than ever before, so we refreshed the whole campaign concept and creative execution.”

“We believe that long-term brand equity can only be achieved through long-term thinking and big ideas, and we take care to operate with a considered outlook for our clients,” Mr Curtis said.

Simonds’ ‘Big Brands’ offer pulls together the biggest names in the building industry to offer home buyers a huge range of new home upgrade options.

The upgrades range from structural changes to heating and cooling, flooring, blinds, bathroom fixtures and more. The crucial difference for the Simonds ‘Big Brands’ promotion is that customers get to choose the items that make up their upgrades package.

The Transformers campaign was created in Melbourne by T20 Group and animation company Pixel. T20 Group has worked with Simonds for eight years.

The campaign runs until November 30 in Victoria, South Australia and Queensland.  For detail see https://www.simonds.com.au  or call 1300 SIMONDS.