This Realtor.com campaign uses a vampire’s tale to spotlight personalized tools that redefine home search — Clapboard's Global Ad Archive.
Behind every great home - Hipages | Clapboard Ad Archive
Hipages’ Behind every great home campaign, developed by BMF and launched in Australia in Year 2021, distills the complex world of residential construction and home renovation into a succinct, emotionally resonant narrative that positions the brand as the indispensable connector between aspiring homeowners and skilled tradies. Built around the insight that even the boldest renovation ideas mean little without the expertise to execute them, the campaign foregrounds the symbiosis between homeowners’ dreams and tradies’ craftsmanship, translating Hipages’ proposition into a relatable story of transformation. Executed through a Film medium with two key media assets, including a standout 30-second Kitchen spot, the work dispenses with celebrity endorsements, overt dramatization, or problem-solution tropes, instead opting for an approach that sits squarely in Clapboard’s FORMAT#6—Benefit Causes Story taxonomy, where the product’s ability to deliver on aspiration is what drives the action. The creative avoids competitive mud-slinging, parody, or heightened conflict, reflecting Hipages’ confidence in its core benefit: connecting dreamers with the doers who turn blueprints into reality. By zeroing in on the primal desire for a better home—and the real-world sweat equity required to get there—the campaign humanizes the platform’s role, positioning Hipages not as just another service aggregator but as a vital enabler of trusted professional relationships in the Australian real estate and construction market. Strategic targeting resonates with a demographic that values reliability, quality workmanship, and assurances in the often-daunting renovation process, with more than 300,000 views reinforcing that the message has found a receptive audience within its niche yet commercially potent vertical. The campaign earns 62/100 in Clapboard’s global creative archive. Hipages’ Behind every great home matters because it recasts the transactional nature of finding a tradie as a shared pursuit of dreams fulfilled, signaling to the category that emotional facilitation is as critical as technical functionality in the new era of professional services marketing.
.webp)
