EMPIRE LIFE REIMAGINED

This campaign was designed to build a visual identity that clearly embodies the concepts of “Returning to your Roots” and “Small Town Living: Reimagined”. The big idea centred around playing with those intangible emotions that are an intrinsic part of owning a home in a small town. The campaign’s main goal was to generate leads and engage potential buyers, while highlighting the dreamy aspects of small town living. We invited the audience to reimagine what life would be like, owning their (relatively more affordable) home and living their best life in a smaller town, close to the GTA. We showcased the benefits of ‘reimagining’ their life by focusing on ordinary, yet heartfelt moments.
The central tool of the campaign was a highly visual, custom-built website with an interactive
quiz designed to match prospects to one of our seven communities that best suits their life and
values. We created an algorithm that identifies the quiz-goers’ unique personality, the town and
neighbourhood best suited for them, and a specific home within the neighbourhood that meets
their lifestyle needs -- all based on how they answered the quiz questions.
Every town featured in the quiz also had a corresponding micro-site with additional information
on the town in an effort to guide prospects to inquire about the homes
we build in that community.
Social media tactics leading prospects to the quiz website included multi-platform organic social,
cinemagraphic paid social, and an Instagram Story series, titled “A Day In The Life”. The series
featured a specific community each week and showcased life in that town. All campaign elements were successfully leveraged using the hashtag
#EmpireLifeReimagined. Additionally a series of signage, OOH and print ads in Toronto Star and Toronto Life