Australian Building Company launches ultra-targeted OOH campaign via Hook Creative Studio

Australian Building Company, one of Australia’s fastest-growing home builders, has unveiled a bold and cheeky new out-of-home campaign across local shopping centres Victoria wide, designed to drive foot traffic to its nearby display homes.

Created in collaboration with creative agency Hook Creative Studio, the campaign makes clever use of humour and hyper-local targeting, speaking directly to shoppers who are already in the area, encouraging them to explore the Australian Building Company display homes just around the corner.

Playful headlines like “Those groceries would look great in your new butlers pantry”, to “Your dream home is almost closer than the food court”. The campaign turns everyday shopping centre spaces into surprising, conversation-starting media moments.

“We wanted to break the mould of traditional home building advertising,” says Leanne Backhouse, Marketing Manager at Australian Building Company. “Buying your home is exciting, but the advertising can often feel indistinguishable within the industry. With this campaign, we’re showing up where people least expect us, right in the middle of their shopping trip, with a wink, a laugh, and a clear invitation to come experience our display homes nearby.”

The campaign’s messaging leans into relatable, lighthearted insights, like the frustration of limited fitting room space or the endless search for parking, to remind people that there’s a better space waiting for them.

Says Johnathan Akiki, Creative Director at Hook Creative Studio: “This was a great brief for us. How do you stand out in a place where every other brand is shouting at the consumer? We wanted to speak to them in a way that felt unexpected and personal. It’s OOH that gives a wink, makes you grin, and leaves you curious. We wanted people to stop, laugh, and think, ‘Yeah, maybe it’s time we checked out that display home.’”

The campaign is currently live across select shopping centres in Victoria.

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