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CLAYTON HOMES
How we created a brand advantage through communication and innovation.
Challenge:
Escape the stigma of manufactured housing by launching Clayton as an innovative and smart home choice.
Solution:
Flip the vernacular and visual identity of manufactured homes from “good enough” to extraordinary - proving that through Clayton, all the luxurious, technologies and exceptional service they’ve lusted after is now within reach.
Results:
The Have it made brand campaign launched coupled with groundbreaking digital innovation that changed the way the world thinks about manufactured housing - driving awareness, consideration and purchase.
We saw a 15% increase in traffic to retail stores post launch as well as an 30% increase in customer acquisition through the site.
Have it made.
The goal of our first spot was to challenge the tone around modular homes and reinforce how they have changed. Highlighting how off-site built homes can be a smart solution to the affordable housing crisis in the United States.
Challenging the convention that affordability means compromise. We wanted to prove that at Clayton, we innovate to build better homes more efficiently, enabling our consumers to achieve their dream lifestyle.
Prefabulous.
In 2018, the average price of a new site-built home was nearing $400,000. However, with prefab homes we could build the same home at half the price.
However, research told us that felt like a fantastical solution to consumer.
The commercial takes the viewer inside the set of a home building facility and follows a family through a beautiful Clayton Built® home as it’s being constructed, highlighting high-end features and modern design. Showcasing the modern prefab home and educating the public about the benefits of off-site construction.