Strategic why-based purpose + position
Website Design & Construct
Search Engine Optimisation
CAMBUILD - MADE FOR MOMENTSAs a premium luxury home builder, CAMBUILD construct a limited number of high residences each year. Their competitive landscape is characterised by marketing sameness, where other businesses use predictable appeals focussed around ‘what’ they do in their attempts to positively influence market sentiment.
CAMBUILD have a desire to differentiate the business by elevating its’ reputation, carving out a market position where they are known for something beyond what they do. Their high-end functional, elegant homes arise from a unique process delivering powerful insights into customer needs. The Jam Jars’ challenge was to develop a customer focussing proposition that linked what they do with why they do it. In doing so, the new ideas needs to give potential customers meaningful reasons to choose CAMBUILD ahead of their competition.
From a sales perspective, this project is a lead generation exercise. The Jam Jar, in conjunction with CAMBUILD, recognise product-based appeals hold limited power to affect high end, discerning consumers. In our early purpose-based strategy work, we uncovered a characteristic unique to CAMBUILD that defined the essence of their greatness. This was used to drive the development of what simultaneously CAMBUILD stand for, and what their customers buy. “Made for moments” neatly encapsulates the intended end focus of CAMBUILD, while providing a platform through which the CAMBUILD story can be told.