Everything starts with a great idea
MRV&CO
The "MRV 45 Years" campaign video is centered around the reflection "What do I know about life at 45?", drawing a parallel between MRV’s journey and the experience of those fulfilling the dream of homeownership. Through authentic, everyday moments, the narrative highlights personal achievements, lessons learned, and the deep emotional connection people have with their homes. The visual aesthetic is warm and inviting, with soft lighting and a soundtrack that enhances the emotional impact.
Closing with the concept "Honoring the past, building the future," the video reinforces that turning 45 is not about slowing down—it’s about embracing new possibilities. Just as MRV continues to grow and innovate, homeownership represents a new chapter, where experience becomes the foundation for even greater dreams.
Strategic Developments
This campaign was built on a deep understanding of an emerging behavioral shift: Generation Z is redefining its relationship with stability and the future. While many narratives portray them as transient and short-term focused, the data tells a different story: 72% of Gen Zers intend to purchase their own home, highlighting a strong desire to establish roots and invest in financial security early on.
With this key insight, we designed a multi-platform strategy to deliver the message to the right audience at the right time. The concept was strategically rolled out across different channels, ensuring a cohesive and impactful communication ecosystem.
Web Site & Landing page
The landing page was created with the goal of increasing brand awareness, directing visitors to the campaign video through targeted banners. This video focused on reinforcing the trust and traditional values of the construction company, which were key attributes we aimed to elevate.
internal initiatives
To engage our team, we created a Memory Wall, where employees could share their best moments with the company. This fully Instagrammable space played a key role in amplifying our message and reinforcing a strong sense of #PRIDE in being part of MRV.
Email Marketing Strategy
We developed two targeted email campaigns to maximize engagement and conversion. The first was directed at our internal audience, reinforcing the importance of sharing this milestone for the company and strengthening the collective sense of achievement. The second focused on participants of our "Indicate & Earn" program, encouraging existing MRV homeowners to refer new clients in exchange for a cash bonus. This referral strategy is crucial for us, as it taps into the fastest conversion funnel, accelerating new customer acquisition.
