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Gauger + Associates for Shea Homes
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Related Topics: SAN FRANCISCO
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Gauger + Associates was hired by Shea Homes of Northern California to draw attention to the Shea Homes brand and its history of quality and caring.
SAN FRANCISCO (Map, News) - Each week, The Examiner showcases an advertising campaign by a local company.
Client: Shea Homes of Northern California
Job: To draw attention to the Shea Homes brand and its history of quality and caring; selling new Shea Homes in Livermore, Oakley, Mountain View, Brentwood, Benicia and Tracy.
Agency: Gauger + Associates
Principal: David Gauger
Other Clients: San-J International, Wallaby Yogurt, Sunlight Electric and The Hain Celestial Group.
Creative team: David Gauger, principal and creative director; Rob Keil, associate creative director; Carol Muth, senior copywriter. Most radio and television voices are other people from the agency, which was a lot of fun.
The plan: The campaign is running throughout the Bay Area on radio and TV as well as billboards, direct mail and print. The campaign draws attention to the quality of a Shea Home because people move from other parts of the country just to own a Shea Home in the Bay Area. The campaign is humorous and uses four vignettes with igloo dwellers, people in the Ozarks, lighthouse attendants and an old hippie couple living in a decrepit bus somewhere near Mendocino.
The theme: People Travel from Miles Around
The concept: To turn the idea of buying a home on its head by introducing homeowners to the idea that they should look for a Shea Home because of its high quality and caring before they consider location or price. It stresses the brand’s significance and employs examples of people who move from miles around to live in a Shea Home.
David Gauger
Age: 57
Position: Principal and creative director
Education/Background: Taught graphic design and advanced visual communications at San Jose State University, advertising in the graduate program at the Academy of Art University, and green and social marketing in the MBA program at New College of California. B.A., San Jose State University.
Working on next: Developing creative for a multimedia campaign for Wallaby Yogurt and working on a marketing campaign — including architect tours and education about sustainable building — for Florence Loft’s green live/work community in Sebastopol.
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Examiner Reader said:
Why is this PR piece considered news? Its free advertising and just plain lazy on the Examiner's part.
104 agree | 93 disagree
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Examiner Reader said:
Get some of the crime issue solved too
250 agree | 235 disagree
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Examiner Reader said:
China needs to do more to promote the Olympics. All this talk about toys. I am glad that someone is finally promoting travel to China. I have been there twice and loved it. Great job, guys.
357 agree | 266 disagree
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Jay Dasker said:
Very nicely done! There is not a lot of agencies that have a beautiful and fresh looking web site like yours. Kudos to your team! Jay
519 agree | 295 disagree
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Examiner Reader said:
“We want to sound the alarm that AIDS is a serious problem,” said Rebkha Atnafou, director of The After-School Institute. “We need to stress the gravity of this situation.” I pray you can get SOMEONE to SOUND THE ALARM! We hear hours of babble on the media about bird flu, one or two people with TB, etc. but hardly ever hear about HIV/AIDS. The government as usual thinks it can be solved by throwing money at it. Someone said, The more we treat it, the more we will have to treat. Money will not wipe out AIDS....treatment will not wipe out AIDS. A monumental change in behavior is the only answer.
647 agree | 433 disagree
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THE Examiner Reader said:
Very well done, my cellphone rang when I was in a meeting, and it was Chris Angel! I couldn't quite believe it! I was smiling all day! Kudos to youdos EVB, infact, I'll go one better, EVB= Everyone's Very Brilliant!
563 agree | 429 disagree
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Examiner Reader said:
This is a laugh. This event was poorly marketed. I tried and tried to find some mention as to whether this event was taking place in 2007, but with no avail. There is nothing on the World Wide Web, including on the link that is mentioned in the article. I work in the area around Woodrow Wilson Plaza and have not seen any posters, brochures,, etc. Also, I am on the email list from past years and have not received any notice at all. This article is the first I have seen mention of the event.
634 agree | 429 disagree
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Examiner Reader said:
uh, folks the "spot" is at the top...duh!
546 agree | 459 disagree
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Examiner Reader said:
Why aren't we able to view the spot? Get with it Examiner!
479 agree | 445 disagree
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Examiner Reader said:
nice stuff! great campaign.
583 agree | 447 disagree
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Examiner Reader said:
hog wash!
807 agree | 487 disagree
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