MATTAMY HOMES
THE CALGARY STAMPEDE
July 2024 was approaching, and with plenty of Canadians reaching for their cowboy hats and boots for the upcoming Calgary Stampede, Mattamy Homes saw an opportunity to tune into their homebuying desires—whether they were in the market for a home, or considering homeownership in the future.
Two 15-second ads with powerful supers were played at the Calgary Stampede alongside the announcers, capturing Mattamy Homes as a brand with deep roots in Canada as well as Calgary. The copy played with both the event’s location and Mattamy’s target demographic to raise brand awareness.
15-Second Announcer Script (brand awareness):
As Canada’s largest homebuilder, Mattamy Homes has been building places you love to call home since 1978. Find a Mattamy neighbourhood that fits your world, where coming home is the main event.
15-Second Announcer Script (Calgary-focused):
Ready to find a home that fits your lifestyle? With Canadian roots and neighbourhoods across Calgary, Mattamy Homes builds a variety of homes for how you truly live. Find yours today! Mattamy Homes, where life is the main event.
Agency: The Turn Lab
Art Direction: Chris Abbott
SOCIAL
To spark enthusiasm online within new and potential homeowners, Mattamy sought out an opportunity to showcase new memories awaiting them to feel inspired inside their new home.
Watch below, or here.
Fun fact: We shot this independently (in my kitchen).
The results: 34K views, 162 likes, 6 comments and 134 saves.
Agency: The Turn Lab
Art Direction: Alexandra Quigley, Pedro Ramos, Apoorva Chugh
Caption: Today is the Winter Solstice, and what better way to celebrate the shortest day of the year than with a DIY activity in the kitchen? This easy simmer pot recipe will have your entire home smelling festive and fragrant all day. The best part? You can make this stovetop potpourri with ingredients you likely already have in your fridge and pantry! If you’re just as excited as we are to make one, follow the recipe below.
Ingredients:
1 packet (340g) fresh cranberries
2 oranges, sliced
2 apples, sliced
1 tsp ground nutmeg
1 tbsp whole cloves
4 cinnamon sticks
2-3 sprigs of fresh rosemary
Steps:
Place the ingredients in a pot and fill with 2-4 cups of water. Bring it to a simmer over low heat, adding more water as needed.
cLairmont: A new guelph community
Mattamy Homes was breaking ground in Guelph, and they wanted to let everyone know. With its prime location, this was a community homebuyers wouldn’t want to miss out on. Through digital media assets, a spiffy landing page and radio ads played throughout the GTA, we put Clairmont on the map for potential homeowners. From developing the community's name, story and key messaging, everything complemented the in-depth, strategic research involved. Find your central point, in Clairmont.
To see it live, click here
COMMUNITY STORY
Header
Open Your World
Intro
Find your central point in Clairmont, the first Guelph community by Mattamy Homes, where city convenience meets the warmth of small-town connections.
Body
Situated in a desirable, well-established area, Clairmont is in the ideal spot to start your new beginning with Guelph as your scenic suburban backdrop. Steps from your door, find several bus routes to take you around the city with ease, or to and from the University of Guelph. Stay connected to the GTA with Highway 6 and the 401 less than 10 minutes away, simplifying work commutes or day trips with the family. Find all your necessities within a short walk or a quick drive away, with restaurants, grocers and shopping plazas around the corner. Catch a flick at Galaxy Cinemas Pergola Commons, break a sweat at F45 Training or GoodLife Fitness, or head to South End Community Park for a round of tennis, all close to home. From paths to playgrounds, you can enjoy plenty of quality time with the family at one of the many nearby local parks such as Gosling Gardens, Dallan Park or Clair Park–to name a few! With all the amenities that surround Clairmont, you can reclaim time for experiences that matter most to you and your family.
Explore Rear Lane Village Homes with varying floorplans to complement your everyday. Enjoy the convenience of a rear-lane garage and a driveway that can accommodate two vehicles. Choose from features and finishes offered through our Design Studio to personalize your home to your unique tastes.
Outro
Open your world up to fresh experiences and possibilities in Clairmont by Mattamy Homes, where your new journey awaits.
CLAIRMONT: Radio
Playing across radio stations in the GTA, Mattamy Homes’ target audience for Clairmont was able to picture themselves in this soon-to-be Guelph community. Carefully selecting the voice actor to appeal to the target demographic, a 15- and 30-second script brought this community to life ahead of its development.
Objective: Increase pre-launch awareness of the community while encouraging online registrations through the landing page and email blasts, as well as sales centre visits to encourage sales.
Target: Millennials, excited and eager first-time homebuyers.
