New home owners and Redrow employees are the latest 'real' people to star in a national TV advertising campaign.
A group of customers, staff and trades people are taking part in the housebuilder's new 'Our Pride ~ Your Joy' marketing campaign, which includes national press advertisements and direct email campaigns, as well as the TV commercial.
Kim Peters, Redrow's sales and marketing director, commented: "Advertisements featuring real people help bring credibility to a company's marketing.
"Our latest ads follow in the tradition of well-received campaigns such as B&Q's "Real People, Real Value" and NatWest's "Helpful Banking" commercials and, to a lesser extent, the more exuberant, all-singing, all-dancing Halifax campaign of a few years ago, which made a 'star' of former customer services representative Howard Brown.
"Everyone connected with Redrow - our staff, consultants, suppliers and the trades people we employ - is proud to provide quality homes, designed and built by people who care; so that our customers can enjoy living in a home that's looks good, feels good, is easy to look after and efficient to run. And that's what we're looking to convey in this campaign," Kim added.
The commercial, currently being aired on prime time ITV in three regions, and scheduled to be rolled out nationally at a later date, features staff and customers from across the UK, as Redrow builds in England, Scotland and Wales.
Ryan Tobin, a 22-year-old bricklayer, from Chorley, Lancashire, is in a better position than most to appreciate the time, effort and pride that goes into building a brand new Redrow home. He began his career as an apprentice bricklayer with the company and now continues to build their homes across Lancashire as a sub-contractor.
"My friends think it's really funny that I'm appearing in the campaign. They say I'll be singing and dancing like Howard from the Halifax next," Ryan said.
"But I genuinely think that Redrow are the best at what they do and that's why I like working for them."
Sales consultant Tracey Jones and site manager Gareth Griffiths also had their first taste of stardom when the TV commercial aired for the first time in January.
Mum of three Tracey, 43, from Barry, South Wales, said; "It was very nerve-wracking, but we were made to feel really welcome and comfortable by the producers.
"It sounds straight forward to just say a couple of lines but when the camera starts rolling and the director shouts 'action' it was much more difficult than I imagined. But I loved every minute of it and I'd definitely do it again."
Despite getting some "stick" off his builder colleagues, site manager and dad-of-two Gareth, from Cardiff, was delighted to be chosen to front Redrow's new campaign.
"Seeing how the commercial was made, from start to finish, was really interesting," he said. "It's a bit like building a house, slotting all the elements together."
Customers who have endorsed the Redrow brand for the campaign include Malcolm Callun, 54, and his partner Lorna Phillips, 44, who have moved into a new home at The Bowery, part of Redrow's Cheswick development, in Stoke Park, Bristol.
""We were happy to do it because we genuinely love our new home and our experience with Redrow has been outstanding from start to finish," said Malcolm.
"It's a strange feeling knowing millions of people will see us on TV but I'd be lying if I said that it wasn't quite exciting. You see adverts on TV every day but it's not something you ever think you'll be part of. Our friends and family are all very excited and have been going on to the Redrow website to see us in action."
The creative work for the campaign and the TV commercial has been a joint project by Redrow's new in house creative marketing department and digital interactive marketing agency, Ainsworth & Parkinson. It follows a series of customer testimonials produced for Redrow.TV, the house builder's own broadband television channel, which recently won the title of Best Marketing Initiative at the 2010 Housebuilder Awards for innovation and excellence.
The new television commercial can be viewed at www.redrow.tv, where you can also hear more from other New Heritage Collection customers about their experiences.
Redrow's head office is in Ewloe, Flintshire, and the company has regional offices and developments in Scotland's central belt, Lancashire, Yorkshire, North Wales, the South West, the Midlands, South Wales, London and the South East.
See Also: Property News (6701), Redrow (148), Chorley (13), Lancashire (9), The Bowery (1), Stoke Park (2), Bristol (26), Ewloe (1), Flintshire (3), Yorkshire (7), North Wales (2), South West (15), Midlands (22), South Wales (7), London (33), South East (7)
Date Published: 03 February 2011
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