A profile of 2009 National Sales and Marketing Gold Award Winner Shappell Matchmaker Campaign
Shappell Matchmaker Campaign / Best Internet Marketing Campaign Builder/developer: Shappell Homes, Milpitas, Calif.
Ad agency: Gunn/Jerkens Marketing and Advertising, Long Beach, Calif.
Advertising budget: $60,000
For those on the verge of giving up, there's hope. Prospects can find their perfect match online. And results are practically guaranteed — an online home-buying experience with a builder that's fun, is engaging and will get people talking.
At shapellmatchmaker.com, buyers can take a brief quiz conducted by "Dr. M. Maker" and his four "licensed and bonded matchmakers" representing the four buyer profiles Shappell Homes is targeting: the first-time buyer, newlyweds, the move-up buyer and the empty nester. With smoking jacket and tongue-in-cheek humor, the "doctor" asks users questions such as, "Where do you go to relax?" and "What do you need to feel centered?" to come up with the real answer: the Shappell community that is the perfect match for them.
"We wanted it to be humorous, especially at this time," says Linda Gunn, president of Gunn Jerkens Marketing and Advertising, "something that would make people chuckle, laugh or smile."
The interactive video is funny and well-written. The online component was supported with print, radio, sales office displays and buttons.
"[The campaign] has been very helpful in differentiating them as a builder," says Gunn.
Intro: The 2009 National Sales and Marketing Award Gold Winners
|Site Point, Baltimore | Best Attached Community of the Year / Best Urban Sales Office / Best Brochure for a Community Priced over $1 million|
|Bridgeland, Cypress, Texas | Best Master Planned Community of the Year|
|The Trails at Brightwater, Huntington Beach, Calif. | Best Detached Community of the Year|
|Ritz-Carlton Residences Inner Harbor, Baltimore | Best Design for an Attached Community / Best Landscape Design|
|Miraval Plan 313 at Stapleton Court Homes, Denver | Best Single Family Detached Home Priced $400,000 to $650,000|
|Five Lanterns at Pinehills, Residence One, Plymouth, Mass., and The Ridge at Cintarosa, Scottsdale, Ariz. | TIED – Best Interior Merchandising of a Model Priced over $1 million|
|The Ridge at Cintarosa, Scottsdale, Ariz., and Five Lanterns at Pinehills, Residence One, Plymouth, Mass. | TIED – Best Interior Merchandising of a Model Priced over $1 million|
|Celebrate by Del Webb, Fredericksburg, Va. | Best brochure for a Community priced under $400,000 / Best Marketing Campaign for a Green Built Community|
|Giraffe Condos, Toronto | Best Overall Ad Campaign / Best Signage|
|1010 Midtown, Atlanta | Best Color Ad / Best Series of Related Print Ads|
|Simonini Builders Corporate Brochure | Best Corporate Brochure|
|MYC Condos, Toronto | Best Brochure for a Community priced $400,000 to $650,000|
|Artesana Rosewood Residence, San Miguel de Allende, Mexico | Best Black & White Ad|
|NXT at Windemere by the Lake, Toronto | Best Graphic Continuity|
|Shappell Matchmaker Campaign | Best Internet Marketing Campaign|
|'1' Hotel, Mammoth Lakes, Calif. | Best On the Boards Ad Campaign|
|Additional Gold Award Winners|
|Judges – 2009 National Sales Marketing Award|