Clayton Homes doesn’t just build houses in their state-of-the-art factories—they build the American Dream. By combining innovation with affordability, Clayton is redefining modern homeownership.
Our Role:
Ad Campaign
Stage:
Enterprise
Sector:
Real Estate & Housing
Construction & Homebuilding
Manufactured & Modular Homes
The Problem:
Manufactured homes have long been associated with negative stereotypes—many still perceive them as low-quality "trailer homes" rather than beautiful, desirable living spaces. How do we shift this perception and showcase the true quality and comfort of Clayton-built homes?
The Solution:
Create a visually striking and emotionally compelling campaign that elevates the perception of manufactured homes, showcasing their beauty, quality, and the vibrant lifestyles of their owners.
Key Components:
Strategic Market Positioning – Crafted a campaign that highlights the sophistication and livability of Clayton homes, repositioning them as aspirational and high-quality housing solutions.
Bold Visual Storytelling – Developed an OOH (Out-of-Home) and print campaign that uses vibrant imagery to celebrate real owners in their beautifully designed homes.
Authentic Representation – Showcased a diverse range of homeowners enjoying their spaces, reinforcing the message that a Clayton home isn’t just affordable—it’s desirable.
Compelling Brand Messaging – Coined the term “Prefabulous”, a playful yet powerful way to highlight the prefabricated nature of Clayton homes while emphasizing their style and appeal.
Multi-Channel Execution – Launched across billboards, magazines, and digital platforms to maximize reach and impact.
The Results:
Shifting Perceptions – Successfully repositioned Clayton Homes as stylish, comfortable, and modern through high-end photography and aspirational branding.
Increased Brand Affinity – Elevated consumer interest and engagement, making the brand more desirable to a wider audience.
Expanded Market Appeal – Attracted a new segment of homebuyers who previously overlooked manufactured homes.
