Homebuyers Centre's ‘Ready when you are’ via Spinach

16 October 2023

Creative Agency: Spinach Advertising
Media Agency: Spinach Advertising

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Targeting young first homebuyers who may not realise they are ready to enter the property market.

Integrated agency Spinach has created an all-new contemporary brand platform for Homebuyers Centre targeting young first homebuyers who may not realise they are ready to enter the property market.

Homebuyers Centre group marketing manager WA, Libby Alcock, said for more than 30 years, Homebuyers Centre has assisted thousands of Victorian and West Australians to buy their first home through its finance, land and home offering.

"A lot has changed in the last 30 years, so it was time to review and adapt the way we speak to our customers," she said.

Spinach conducted a full audit and evaluation of the Homebuyers Centre brand which led to the development of a refreshed brand strategy, visual identity, new logo and communications platform.

With market sentiment and confidence extremely low, cost, interest rate rises, lack of knowledge and the stress of building or a ‘want it now’ mindset see many young people put home ownership in the too-hard basket.

The campaign highlights these moments and plants the seed that home ownership is achievable with Homebuyers Centre.

Spinach co-founder and chief creative officer, Frank Morabito, said Homebuyers Centre needed to be more distinctive.

"To deliver on this, we have created a platform that breaks category conventions. No talking heads walking through a display home. Instead, we show moments of inspiration that make people aware they’re first home ready, even if they don’t know it," he said.

Media activity spans a range of channels including platform-agnostic video, audio and social channels, with efficiencies delivered through the use of Homebuyers Centre’s first-party data.

The campaign also employs targeting strategies including prospecting in contextual environments and remarketing.



Agency: Spinach

Media: Spinach

Chief Creative Officer: Frank Morabito

Executive Creative Director: Dom Megna

Creative Director: Justin Groves

Senior Designer: Jenna Tomkins

Media Director: Ben Willee

Group Account Director: Ben Wilson

Strategy Director: Glenn Myatt

Account Director: Bambi Villacruz

Connections and Investment Manager:Grace Gilbert

Senior Digital Designer: Lauren Swioklo

Production Director: James Williams

Producer Beaver

Director Matthew McCaughey

DOP Katie Milwright

1ST AD Damien M Grant

Production Designer Jackson Dickie

Casting Northside Casting

Editor Craig Tonkins

Colorist CJ Dobson

Sound Production Alley

Engineer Rodney Lowe

Producer Les Molnar


Client: Homebuyers Centre

Group Marketing Manager WA: Libby Alcock

Marketing Manager WA: Tiffany Norton

Marketing Manager VIC: Madeleine Hayes Marketing Coordinator WA: Ashleigh Powell

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