Overview
This branding and promotion program aimed to raise corporate awareness and expand the pool of prospective home buyers, increasing website traffic, brochure requests and visits to franchise stores and model home parks. By connecting every step from the first ad contact to sales meetings at model homes, we aimed to raise the final contract rate.
We redefined the strengths of tiled homes not as standalone claims about design or durability, but as “value you can keep living in for years.”
Built on three pillars — “lasting beauty,” “strong structure” and “value that holds” — and aimed at people in their 30s and 40s, the core home-buying segment, we strengthened the journey from advertising and PR → understanding via the website / landing page → visits to franchise stores and model homes → sales meetings and contracts, by linking each initiative together.
Special website: https://www.cleverlyhome.com/cm_2026/
Watch the commercial: https://www.youtube.com/watch?v=n0atVzWIWlg
Watch the promotional video: https://www.youtube.com/watch?v=7GmIUL5bhZU
Agency: Nihon Keizaisha Advertising
Planning/Production: Strategic Partners
