To drive awareness for its new Smart Living offering amongst first home buyers, our latest promotional campaign ‘The Rich Parents’ for Porter Davis puts a cheeky twist on millennial’s willingness to lean on the ‘Bank of Mum and Dad’ to get a foot up on the property ladder.
The promotional concept is built on research from Digital Finance Analytics research (January 2018) that shows 55 per cent of Australian First Home Buyers (FHB) rely on financial support from their parents to borrow on average $88,450 to purchase their first home.
Enter: The Rich Parents You Never Had. Aisha & Stu McFernlayson never had kids; they own 11 properties and generally have too much money. They’re on the hunt to adopt a First Home Buyer and share their wealth, becoming the ‘rich parents you never had’ by gifting a $170K Smart Living Home deposit.
Developed using the insight that FHBs are leaning on the ‘Bank of Mum and Dad’ for financial support, the campaign includes a competition to win a $170,000 deposit for a Porter Davis Smart Living Home, whilst showcasing the house and land packages. To enter the competition, first homebuyers can visit: richparentsyouneverhad.com.au
Directed by Matthew Saville (Josh Thomas’s Please Like Me and Chris Lilley’s We Can Be Heroes), the campaign will roll out across home advertising, digital, radio, press, and on Porter Davis-owned social channels.