Independent Auckland agency Hot Mustard has been appointed as the new marketing partner for Urban Homes, following a competitive pitch process in June.
The win was secured under the leadership of Natalie Allen, marking an exciting new partnership between the two independently owned New Zealand businesses. It will see Hot Mustard lead Urban Homes’ brand, creative, media and digital activity.
The first major work from the partnership launched on September 1. The new brand platform, ‘Experience matters’, features former All Blacks captain and Urban Homes ambassador Sam Cane.
The integrated launch includes a suite of new brand video content, a dedicated Country Living magazine, and a highly targeted digital strategy spanning Google, social and programmatic video – designed to reach Urban Homes’ key audiences across the Waikato, Bay of Plenty and wider regions.
Foundation for future growth
The new platform builds on Urban Homes’ extensive experience in the New Zealand building industry, showcasing the knowledge, craftsmanship and confidence that comes from decades of designing and building homes for Kiwis.
For Hot Mustard, the appointment is also an important agency win and a reflection of its integrated approach across strategy, creative, content, media and digital.
“This was a hugely exciting pitch for us because we saw so much potential in the Urban Homes brand,” says Allen. “They have an incredible reputation, a strong set of values and decades of genuine experience behind them. Our opportunity was to take those strengths and build a brand platform that could really differentiate Urban Homes and give us a strong foundation for future growth.”
“’Experience matters’ felt like a natural expression of that. It speaks to the experience Urban Homes brings to every build, while Sam Cane gives us an authentic way to bring the idea to life through someone who understands exactly what experience means at the highest level. It also helped that he and his wife Harriet built their dream home with Urban Homes in 2019.”
Working together
Allen says the launch has been a true agency-wide effort.
“I’m incredibly proud of the Hot Mustard team who have brought this work to life. It’s been a genuinely integrated effort across strategy, creative, production, media, digital and content, and a great example of what our team can achieve when we work collaboratively with clients who have a clear vision.”
Urban Homes says the relationship with Hot Mustard felt right from the beginning. Alignment in values, strategic thinking, and open and transparent communication approach were all defining factors in the final decision.
“We were looking for a marketing partner who understood our business, our customers and where we want to take the Urban Homes brand next,” says Urban Homes founder and managing director Daniel Klinkenberg. “Hot Mustard demonstrated that understanding from the outset and we’re so thrilled with the new campaign work that is now in market. Our teams work exceptionally well together and we’re excited to see what we can achieve.”
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