Development of a complete communications campaign and media strategy which specifically targeted individual consumer segments by developing a dialogue with each group. 'Iconic' characters were evolved which formed a literal representation of each consumer demographic. Strong use of humour with a fun and colourful treatment of imagery was the key to the success of the campaign.

Presence: Regional
Target: Mass market
Client: The National Property Trust

Creative Director: Gail Anderson
Art Director: Caroline Lovie
Account Direction: Tim Thomas, Mia Brown and Anne Marie Cotton