Treasure Hill is one of Toronto’s most established and reputable builders. Since 2003, Treasure Hill has built over 10,000 residences, and they pride themselves on building their standard models with the same luxury as their competitors’ upgraded options.
We've partnered with Treasure Hill for five years, helping to increase sales with targeted content and reaching large audiences through brand awareness campaigns with Super Bowl ads for their Canadian audience.
Company Highlights:
• Founded in 2003
• Focus on quality finishes
• 50-100 employees
Industry:
Real Estate Development
Market:
B2C
Scope of Work:
Content Strategy, Creative Direction, Copywriting, Video Production, Photography, Post-Production
Challenge
House hunting
Can you showcase a dream home without losing the element of human connection?
Treasure Hill wanted to present themselves to families as an elevated choice that wouldn’t compromise on elegance and good design. They had lots of experience showcasing their properties in traditional formats, but they wanted to make a splash with a story that makes people laugh and connects them with the brand.
They wanted to showcase this film on the biggest day of TV viewing in the year—the Super Bowl.
We knew we could captivate audiences on game day with a story that invited viewers into the Treasure Hill experience. But it would have to be something equally compelling and welcoming if potential buyers were going to be able to envision themselves in a Treasure Hill home.
Approach
An abode for dad mode
The conventional wisdom would start by showcasing the property and its luxurious touches. But we decided to go all-in on a story-first approach. With limited screentime, we knew we needed something punchy that could surprise audiences with both humor and sincerity.
We built the spot around the story of a father who initially seems overwhelmed with the pressure of raising his toddler—only for the audience to discover that the real source of their stress is their living accommodations.
We called this new campaign “Make the Switch”.
Work
A super Super Bowl spot
In our broadcast spot, we follow a father trying to help his crying child while their kitchen falls apart. This moment is the last straw that makes him consider buying the home of their dreams—and both father and son are captivated by the new home’s many features and details.
In the final moments of the piece, it’s actually the Mom who is surprised that they can afford this incredible home—and she ultimately decides they will “make the switch”.
This storytelling approach gave us emotional stakes so audiences would care about Treasure Hill’s best home features. Now, instead of seeing these luxurious details on their own, we’re rooting for this family and their future—and Treasure Hill’s brand is positioned to be the guide for anyone else who needs to upgrade their living space.
Work
Making the switch for mobile
To capitalize on the extra eyes the campaign would get during the Super Bowl, we produced a series of social media spots that, when used as ads during the same period, would continue the story of this family–following their journey as they move into their new Treasure Hill home.
In these social spots, we could further amplify the humor of this unique dynamic between the Dad and his young child–using their excitement and wonder as our way to appreciate the many features that Treasure Hill includes in their standard home offerings.
Work
Family matters
We also captured a series of elevated stills with our on-set family, bringing Treasure Hill’s Make The Switch campaign into still life.
Our approach to this photography was to capture lived-in moments that felt authentic and natural with our cast. And the goal of the photography was to extend the life of the campaign beyond broadcast and social media, allowing Treasure Hill to tap into more value from the production, utilizing our actors in sales materials.
The results
The Canadian broadcast of the Super Bowl commercial was seen by over twelve million people, and the continued content campaign established the Make the Switch story, bringing viewers from the television broadcast through the social media experience–and into Treasure Hill sales offices.
Our integrated content system is being used by Treasure Hill across multiple other properties and residential developments every day, and we’re in the preparation phase of developing the next chapter of Treasure Hill stories for next year.
19 Days
from production to launching the campaign
12 Million
Canadian viewers during the Super Bowl
$0.01
per impression across campaign
5X
estimated return on investment
Content
Content strategy
Copywriting
Broadcast video production
Social media video production
Digital ad creation
Post-production