CES Smart Home Activation
Every year, BUILDER Magazine and publisher Hanley Wood partner with a leading home builder to showcase the latest in construction, sustainability, technology and environmental innovation via a showcase “concept” home built in the Las Vegas area. Hanley Wood and its builder partner schedule this to coincide with the annual IBS (International Builder Show) and CES.
For the second year in a row, Hanley Wood enlisted Actual to mount an integrated communications strategy to introduce the home to the industry and to the larger public.. Hanley Wood’s 2020 partner was the world’s largest home builder Sekisui House, who developed the BUILDER Chōwa Concept Home; Chowa, Japanese for ““the spirit of partnership and life balance,” blends flexibility, precision, intelligence, resiliency and sustainability.
Actual implemented an influencer campaign led by home builder and designer Scott McGillivray
And home design & lifestyle expert Farah Merhi, both of whom published content across their social channels focusing on different key attributes of the home, over a five month period culminating with the January 2020 IBS and CES dates . Actual also showcased the analog technology innovation behind Sekisui House’s Chowa construction at the pre-CES showcase, Pepcom.
Earned, owned and shared media exposure of the home and its unique characteristics was strategic and expansive.