Our first project for JG King was significant. They saw an opportunity in the market to launch a new range of affordable, yet quality new homes that would not only appeal to first home-buyers, but down-sizers and investors alike. We were tasked with developing and launching a new sub-brand for this range of homes as well as the launch communications and advertising campaign with a view to adding significant incremental sales to the business.


We chose positivity and called it the ‘Up Collection by JG King’. We did something that the target audience could connect with and something that the category hadn’t spoken too before. That was embracing technology and the idea that buying an Up Collection home was something worth posting – The Ultimate Status Update. First home-buyers could step up into their first home, downsizers could live it up in retirement and investors could build up their property portfolio.


Total leads doubled. 30-year record monthly sales.

JG King Up Collection Homeowners TVC

JG King Up Collection Investors TVC