When it comes to household grudge purchases, less than 2% of all Australian home owners are financially prepared for the event of an appliance failure or service breakdown. Couple this with a category that is confusing, and shouty, the opportunity existed to do something very different. Domain Home Services approached Lacuna to research, develop and recommend a brand strategy and launch approach to engage Australian Home Owners with a potential new home service.
Lacuna worked with Domain Home Services for six months to develop and execute an overarching strategy. The project started with a review of home owner data, competitive and a bespoke research piece. We then distilled some clear insights which were used to develop an overarching strategy that included a detailed business strategy and plan, communications strategy, a detailed stakeholder engagement strategy and plan (which included Lacuna partnering with Domain in executing the engagement).
During the implementation of the business launch, Lacuna were responsible for the creation of the name, logo development, creative assets, website build, supporting media campaign and made recommendations around governance.
Once the initial strategy had been developed, and stakeholder engagement had been implemented the take-up for the new service had exceeded expectation, with the campaign launch going from Victoria only to Australia wide.