The campaign concept ties together all elements of the campaign—it’s a hook or idea that convinces your audience to take action. Concepts build awareness around a single differentiator and position you in your market as the “owner” of that unique offering. They are consistent with your brand look and voice, and evoke trust with your prospective buyers. The online campaign concept will provide direction on how the concept will animate or display across all mediums.

• 3 sizes:
   – Landscape Size – 16:9
   – Square Size – 1:1
   – Portrait Size – 9:16

• 15-20 second .MP4

• Includes Music

• Custom Campaign Copy: all headlines/descriptions to align with the campaign messaging

• Headlines
   – 15 headlines (30 characters)
   – 5 long headlines (90 characters)
   – No exclamation marks, any other symbols (ex: @), and emojis
   – Periods and commas can be used in long headlines only

• Descriptions
   – 1 description (60 characters)
   – 4 descriptions (90 characters)
   – Can have punctuation such as commas, periods, exclamation marks, and apostrophes

• Resized for Googles requirements
   – Landscape image (1.91:1) Recommended size: 1200 x 628
   – Square image (1:1) Recommended size: 1200 x 1200
   – Portrait image (4:5) Recommended size: 960 x 1200
   – The maximum file size is 5120 KB
   – Images need to be quality, high-impact product shots – a mix of exterior and interior images

• PNG overlays added to images to complement the campaign concept

* If the builder does not have 20 high-impact images to use, the same image can be resized to the 3 different sizes and would count as 3 images.

1920×1080

1080×1080

1080×1920