The Goal: Promote Homie’s loan product, Homie Cash in Logan, Utah, a strategic target market.
The Ad: A large part of our target audience, first and second-time homebuyers, were Gen X and Millennials. We built our brand on local inside jokes and pop culture references. So we did both of those things in the copy.
On Side A, we referenced Mean Girls, a popular movie with our target demo (“Get in loser, we’re going shopping.”) We put a positive, branded spin on the line.
On Side B, we referenced a tradition at Logan’s Utah State University, becoming a “True Aggie.” To become a True Aggie, USU students kiss on The Block A at midnight during a full moon. We put a branded spin on this. We also made a (literally) tongue-in-cheek joke based on our value prop, a flat-fee real estate commission model.
The Results: I wish I knew. I left the company shortly after this project. The ad tested really well, so I would imagine it turned a few heads in our target audience.
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