Project Background & Challenges

In Victoria, the government mandates 7-Star energy efficiency for all new homes — and is preparing to lift the requirement to 8 Stars in the near future. JG King Homes, long recognised for industry innovation, chose not to wait.

They became the first major builder in Victoria to offer 8-Star energy efficiency as standard, at no additional cost to customers. An 8-Star home can deliver up to 30% lower energy bills for the lifetime of the home.

JG King engaged Marmot Inc. to lead the strategy and creative launch of this milestone and to refresh their entire brand platform, including their new tagline: “Built for Life.”

We also produced a 40th Anniversary brand film celebrating four decades of milestones, people, and culture – honouring the past while capturing the energy and vision driving the future of the business.

Business & Marketing Strategy

We developed a clear brand house and messaging framework to position JG King as the builder who always leads the industry — not follows it.

The creative platform centred on the idea:

“1 Step (Star) Ahead.”

A bold statement showing that JG King is one full star ahead of government requirements – and one step ahead of every competitor in the market.

Our goal was to make 8-Star feel simple, beneficial, and emotionally meaningful: more comfort, healthier living, smarter design, and long-term savings for Victorian families.

Ideation

We created a complete multi-channel asset suite to launch 8-Star statewide:

Creative & Assets

• Hero launch video + short cutdowns
• Educational explainers (uPVC windows, airtightness, insulation, energy savings)
• Social reels, static carousels, storytelling posts
• Sales collaterals – fact sheets, and display home collateral
• Brand messaging playbook + sales scripts

Channels Activated

• Outdoor billboards
• Radio
• Social (paid + organic)
• YouTube & digital video
• Print & point-of-sale
• Email & CRM nurturing sequences

Results & ROI

• JG King became the first 8-Star builder in Victoria, achieving instant category leadership.
• Strong increase in high-quality enquiries and display home visits.
• Clear, differentiated positioning built around “Built for Life” and “1 Step/Star Ahead.”
• A unified brand house and messaging system now used across the organisation.
• Competitors began shifting their positioning in response, validating JG King’s leadership.