Richmond advertising agency Planet Central has created a new television campaign for their longstanding client, Tilson Homes, the leading build-on-your-land builder in Texas. Creative development for the campaign of three television commercials was driven by key research insights. The Tilson Homes customer is unique in that they already own their land and want a home builder who understands the needs of a rural lifestyle. Our core buyer seeks to maximize outdoor living spaces rather than having theater or exercise rooms.
Appealing to this unique buyer drove the creation of the three television spots. Unlike typical home builder marketing, the Tilson commercials focus less on the interior features of the home and more n the dream of rural family living with an emphasis on the trust and flexibility Tilson Homes has become known for.
“Dream” was filmed on location at an actual customer’s home in Washington, TX, the spot begins with drone footage approaching to the home and then takes the viewer on a journey through the living spaces most important to Tilson’s core customer.
“Moon & Stars” reinforces Tilson’s core messaging of being the home builder more Texans trust while acknowledging one of the biggest assets of country living.
“Tilson Perfection” uses computer animation to illustrate the flexibility rural home buyers desire when creating a space that is uniquely their own.
The campaign is breaking in the Texas market this month and is our fifth television campaign for this client. Past television spots have won many Telly and Builder Association awards.