Situation:

Lennar has a competitive distinction over other homebuilders in that it offers "Everything’s Included™" homes, where all the standard luxury features are included in the base price. However, Lennar had not communicated their value proposition effectively.

I created this campaign to clearly explain the benefits of Everything’s Included (no unpleasant surprises during the home buying process), while creatively standing out from the noise of this challenging category.

Results:

Online traffic rose 62% and new home sales rose 24%.