Independent housebuilder Dandara has unveiled its latest brand campaign, ‘You’ll feel right at home’, marking the businesses’ first step into major use of generative AI and advanced technology in its marketing.
The new campaign positions Dandara as the ‘just right’ housebuilder, striking the perfect balance between scale and personal touch. Inspired by the ‘Goldilocks effect’, the core themes of the campaign include changing perceptions of new build homes, celebrating desirable locations and showcasing the housebuilder’s quality customer service. It includes actors, housing and surroundings created by generative AI models, as well as featuring Dandara’s show homes across its locations.
A series of campaign videos, following the line ‘You’ll feel right at home’ brings the concept to life. Each film focuses on a different buyer type, including first-time buyers, families and downsizers highlighting Dandara’s diverse offering. The campaign aims to evoke the emotions felt during the homebuying process, including reassurance, belonging and quiet confidence. The videos will be supported by advertising campaigns across print and social media platforms using the same branding, actors and messaging for synergy.
By integrating AI into its creative execution, Dandara is evolving its brand messaging into a more distinctive and scalable proposition, enabling greater flexibility, innovation, alignment with digital transformation trends and consistency across its marketing.
Trevor Dempsey, CEO of Dandara, said:
“You’ll feel right at home’ represents a transformational milestone for Dandara as we embrace the powerful potential of generative AI. This campaign presents more than innovation, it still includes our core values as an independent housebuilder with an emphasis on customer service. The launch of the campaign is timely, with recent news that we have been accredited five stars by the Home Builders Federation for a sixth year in a row, showcasing the hard work of our employees to deliver the highest quality of customer service.
“Through the use of AI alongside authentic storytelling and lifestyle-led content,we’ve been able to create a more consistent, flexible and scalable brand which speaks to the needs of modern buyers. Ultimately, the aim is to give customers confidence and reassurance at every stage of their journey, helping them to feel that, when they choose a Dandara home, everything simply falls into place.”
To find out more about Dandara, please visit: www.dandara.com or follow them on
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