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Sense re-invent ‘Bob the Builder’ to promote Builders Academy

Simonds Homes is promoting its newly launched Builders Academy with a campaign re-inventing the children’s TV character ‘Bob the Builder’.

The campaign, created by Melbourne agency Sense, introduces Bob, who is a builder but quickly clarifies that he is not “a cutesy, happy-go-lucky children’s play thing”.

Running for seven weeks during the footy finals and motor sports, the TV spot is complemented with a radio campaign.

Builders Academy CEO Mark McCoach said: “The ad is really different to anything else in the industry. It’s edgy, but it aligns perfectly with our audience. Our aim was to grab attention and the guys at Sense have nailed that brief. I have full confidence it will generate many enquiries.”

Sense also handled the brand strategy and the visual identity for the newly launched Academy.

Sense director David Whiteside said: “We love to work with clients like Mark, who understand that strong brands are thoughtfully built using multiple touch-points. For example using traditional advertising to establish and build the brand is crucial but without the correct digital presence the brand experience will fall short. We’ve been fortunate to have been given the opportunity to address all these aspects”.

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