Project Description

Perceptions

UNDERSTAND / ANALYSE

Perceptions is part of the BGC Group and is a homebuilder servicing the second/third homebuyer markets. For the past 30+ years, Perceptions has focused on double storey homes. More recently, the brand has moved into single storey homes.

Over the years, the brand had become neglected and there was minimal consumer recognition of Perceptions and what it stood for. The brand had no clear positioning or visual cohesion. A slump in the housing market compounded these problems.

POSITION

Originally, braincells positioned Perceptions as a specialist 2-storey builder. However, with the move into single storey homes it was necessary to find a positioning that could encompass both product ranges. The unifier was luxury – Perceptions’ high level of finishes, value for money and flexibility being common to both.

BRAND PROMISE

Affordable Luxury

IDEATE

Braincells strengthened and consolidated the brand architecture to enable maximum return, refined the brand positioning and developed a strong creative and communications platform.

PLAN / IMPLEMENT

The Perceptions campaign for luxury single and double storey homes has run across press, radio, outdoor and online mediums. The campaigns successfully communicate Perceptions’ core values – commitment, expertise and value, whilst showcasing each home’s distinctive style and design innovation.