To commemorate the lasting impact of Fort Worth, Texas–based D.R. Horton's 45th anniversary in the Austin market and to spur sales before closing the books on 2005, the builder signed off on a trio of clever television spots. Each ad was distinctive: One, a heart-tugger shot home-movie style, portrayed memories made at home, while the other two contrasted Horton's legacy with things that don't last very long, like the breakdancing craze and dime-store goldfish. The series got attention not only for its creative approaches, but also for a sweet offer by the builder of $145 monthly mortgage payments through 2006 for homes purchased and/or closed between July and September.
Serving all of D.R. Horton's 48 communities in the Austin MSA, the ad mix resonated with the Gen-X target market. “The same TV spot wears out quickly for them,” says Dan Santy, president of Santy Advertising in Phoenix, the builder's long-time agency. “We mixed it up and caught their attention.” During the three-month campaign, traffic increased 18 percent, while sales jumped 32 percent. (To view two of the ads, go to www.santy.com, click on the “Breaking Through” and “Television” links, then click on the “Clients” link.)
CAMPAIGN DETAILS Program: Television ads; Builder: D.R. Horton, Austin, Texas; Cost: $203,000 (development and production); Ad agency: Santy Advertising, Phoenix
Learn more about markets featured in this article: Austin, TX.