The campaign answers every first home buyers dream of being able to be magically gifted $170,000. Meet 'The Rich Parents You Never Had' who are doing just that.
The Monkeys and Porter Davis have launched a new campaign targeting first home buyers, 'The Rich Parents'.
‘The Rich Parents’ 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 concept was based on research from Digital Finance Analytics research (January 2018) that showed 55% of Australian first home buyers rely on financial support from their parents to borrow on average $88,450 to purchase their first home.
Aisha & Stu McFernlayson are 'The Rich Parents You Never Had'. They never had kids; they own 11 properties and generally have too much money.
In the ad they are 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.
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.
“In a media environment where we’re constantly hearing about the challenges for first home buyers, who wouldn’t wish for some generous rich parents to contribute $170k to a new house?” The Monkeys group content director Lee Lowndes says.
“It’s a new take on a promotional giveaway we hope will both entertain and capture the attention of young home buyers who might currently think a Porter Davis home is out of their league.”
“Our Rich Parents campaign aims to increase awareness of the Porter Davis brand within the first home buying market," Porter Davis general manager of digital and marketing Shaun Patterson.
“The campaign resonates with the barriers Victorian first home buyers are facing in purchasing their dream home in a unique and irreverent tone. We are thrilled with the collaborative partnership that has formed with The Monkeys. Their strategic rigour and agility to deliver our latest campaign is to be commended.”