Hipages Puts the Tradie at the Heart of Every Australian Home
Hipages launched 'Behind every great home' in Australia in August 2021, a brand platform created by BMF that positions the platform as the essential connection between homeowners with renovation ambitions and the licensed tradies who make those ambitions real.
The campaign's central proposition is disarmingly direct: dreamers need doers. Homeowners arrive on Hipages with ideas — a new kitchen, a bathroom overhaul, a structural extension — and tradies are the professionals who convert those ideas into finished spaces. By framing the relationship between homeowner and tradie as one of mutual dependence rather than simple transaction, the campaign elevates Hipages beyond a directory or booking tool and into the role of trusted intermediary within Australia's real estate and construction sector.
BMF was appointed as Hipages' lead creative agency in June 2021 following a competitive pitch involving three Australian agencies, according to reporting by campaignbrief.com. The brand platform launched the following August across television, digital, public relations, social media, and radio channels simultaneously, maximising reach across the channels Australian homeowners are most likely to use when researching renovation decisions. As reported by Little Black Book, the campaign launched during The Block 2021, the high-rating Australian renovation program on which Hipages was entering its third consecutive year as a tier-one sponsor. That sponsorship integration meant the platform's real-world utility — connecting Block contestants with local licensed tradies through the Hipages app — ran in direct parallel with the brand narrative unfolding in paid media. The Clapboard Score for 'Behind every great home' is 62 out of 100, reflecting strong strategic clarity and media integration tempered by limited documented creative awards recognition.
Hipages operated in a competitive Australian home-services marketplace defined by real consumer friction. Finding a reliable tradie has historically been one of the more stressful elements of home ownership in Australia, and the platform's entire business model is built on resolving that tension. The 'Behind every great home' platform makes that tension its creative fuel.
The strategic insight underpinning the campaign is that homeowners do not simply want a tradie — they want confidence. They want to know that the person arriving at their home is licensed, capable, and accountable. BMF's Chief Strategy Officer Christina Aventi and Planning Director Rachel White shaped a brand position that speaks to this anxiety without amplifying it, instead redirecting audience attention toward the moment of realisation: the finished home that only a skilled professional services provider could deliver.
The market context gives that positioning genuine weight. According to hipagesgroup.com.au, Hipages estimated its total addressable market in Australia at more than A$110 billion. In FY2021, the platform recorded approximately A$2.6 billion in gross merchandise value, according to hipagesgroup.com.au, while reporting revenue of approximately A$56 million for the same period, as disclosed in Hipages Group investor materials cited by Cdn-Api Markitdigital. The platform held an estimated 2.4% share of its total addressable market, according to hipagesgroup.com.au, underscoring the scale of the growth opportunity the campaign was designed to support.
In the Australian online home-services category, Hipages competes directly with ServiceSeeking and Airtasker, both of which target homeowners seeking tradespeople or general task-workers. Where Airtasker positions itself around flexible, task-based gig work, Hipages has consistently emphasised licensed, professional trades — a distinction the 'Behind every great home' narrative makes explicit by centering the skilled tradie rather than the generic service provider. That differentiation is not incidental; it is the campaign's primary competitive argument in the Australian market.
The 'Behind every great home' campaign leads with film. The television and digital executions — including a thirty-second kitchen-focused spot that accumulated more than 305,000 views on YouTube according to platform data cited in Clapboard's editorial archive — deploy a narrative structure that follows the arc of a renovation from the homeowner's first idea through to the tradie's completed work.
The creative approach resists the conventions of the home-improvement category, which frequently defaults to before-and-after visual sequences or price-led messaging. Instead, BMF built the campaign around character and relationship: the homeowner as dreamer, the tradie as doer, and Hipages as the platform that makes the introduction. The line 'dreamers need doers' functions as both the campaign's strategic organising thought and its emotional hook, delivered with enough warmth to avoid sounding transactional.
The creative team at BMF Australia assembled for this work includes Chief Creative Officer Alex Derwin and Executive Creative Director Pia Chaudhuri, with Art Director Leila Cranswick and Copywriter Lisa Down responsible for the campaign's visual and verbal identity. Head of Art and Design Lincoln Grice and Designer Gabriel Mangulabnan contributed to the campaign's design system, while digital and direct strategy was led by Executive Director Irina Hayward, supported by Head of Effectiveness and Data Strategy Jennifer Rhodes. Account leadership sat with Head of Account Management Richard Woods, Account Director Denniz Post, and Account Manager Anja Cherry.
The decision to launch during The Block 2021 was not purely a media buy. It placed the campaign inside Australia's most-watched renovation content at the precise moment audiences were most emotionally engaged with the idea of home transformation — a contextual alignment that extended the narrative beyond paid spots and into the program itself, as Block contestants used the Hipages app on-screen to source licensed tradies for their renovation tasks, as reported by campaignbrief.com.
The 'Behind every great home' campaign generated measurable audience engagement in its primary film format. According to Clapboard's editorial archive, the kitchen-focused thirty-second execution recorded more than 305,000 views on YouTube, a figure that reflects meaningful organic reach for a brand-platform film in the Australian professional services category.
No verified performance data connecting the campaign directly to changes in Hipages' subscriber base, app downloads, or job volumes is publicly available for the August 2021 launch period. What the available business context does confirm is that Hipages reported approximately 1.5 million jobs booked or posted through its platform in 2021, according to hipagesgroup.com.au, and maintained a subscribing tradie base of between 31,000 and 34,500 businesses during that period, also per hipagesgroup.com.au. These figures represent the commercial environment into which the campaign launched rather than attributable outcomes, but they establish that the platform was operating at genuine scale in the Australian market at the time of the campaign.
No verified entries or wins for 'Behind every great home' have been identified at Cannes Lions, the Effies, The One Show, D&AD, the Clios, or the Webby Awards based on publicly available records. Campaign Brief published positive launch coverage on 12 August 2021, describing the work as a new brand platform for Hipages — a signal of industry recognition at launch even in the absence of formal award documentation.
Structurally, the campaign demonstrates effectiveness in its channel integration. Launching simultaneously across television, digital, social, radio, and public relations while aligning to a high-profile broadcast sponsorship in The Block 2021 represents a coherent multi-channel deployment that maximises both reach and contextual relevance in the Australian market.
'Behind every great home' is a brand platform created by BMF for Hipages, launched in Australia in August 2021. It positions Hipages as the essential connection between homeowners with renovation ideas and the licensed tradies who deliver them, built around the strategic line 'dreamers need doers' across TV, digital, radio, and social channels.
BMF Australia created the 'Behind every great home' campaign for Hipages. BMF was appointed as Hipages' lead creative agency in June 2021 following a competitive pitch involving three Australian agencies, according to campaignbrief.com, and launched the brand platform the following August across multiple channels in the Australian market.
Hipages was entering its third year as a tier-one sponsor of The Block in 2021, as reported by campaignbrief.com. Launching the campaign during the program placed the brand inside Australia's most-watched renovation content at the moment audiences were most engaged with home transformation, while Block contestants also used the Hipages app on-screen to source licensed tradies.
Hipages estimated its total addressable market in Australia at more than A$110 billion, according to hipagesgroup.com.au. In FY2021 the platform recorded approximately A$2.6 billion in gross merchandise value and reported revenue of approximately A$56 million for the same period, per hipagesgroup.com.au and cdn-api.markitdigital.com, reflecting a market of significant scale.
The Clapboard Score for 'Behind every great home' is 62 out of 100. The score reflects the campaign's strong strategic clarity and integrated media execution across the Australian market, tempered by the absence of formally verified creative award recognition at major international shows based on publicly available records.
The BMF Australia team included Chief Creative Officer Alex Derwin and Executive Creative Director Pia Chaudhuri, with Art Director Leila Cranswick and Copywriter Lisa Down leading the campaign's creative execution. Chief Strategy Officer Christina Aventi and Planning Director Rachel White shaped the strategic platform, according to Clapboard's production credits documentation.
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