Creating Citywide Buzz with Carlisle Homes

In a crowded and competitive housing market, Carlisle Homes needed to cut through the noise and cement its place as Melbourne’s preferred home builder. Enter BossMan. We built a campaign that was loud, local, and impossible to ignore, turning heads and driving real results.

The Big Idea: Million Dollar Postcode Bingo

To bring Carlisle Homes to the front of Melbourne’s collective mind, we needed something smart, simple, and undeniably fun. Million Dollar Postcode Bingo was the answer, a fully integrated promotion that brought the brand’s promise to life. All you needed was your postcode to play, and all roads led to one powerful message: Life’s Better in a Carlisle Home.

→Marketing Strategy
→Media Buying
→Creative Production

End-to-End Execution: Fox FM Takeover, Breakfast Energy.

BossMan orchestrated a full-scale campaign that dominated Melbourne’s #1 FM station. At the heart of it was Million Dollar Postcode Bingo, a breakfast promotion supercharged by the energy and credibility of Fifi, Fev & Nick. While Carlisle Homes had a presence across the entire Fox FM ecosystem, it was the breakfast show that became the hero of audience buzz and listener connection.

With strategic media planning and creative, we ensured Carlisle Homes had full saturation across peak listening times. Live reads and brand mentions were seamlessly woven into the show – including the famous Carlisle Homes jingle – ensuring repeated impact where it mattered most.

From Instagram teasers to winner reveals, we extended the energy of breakfast radio across Fox FM’s social channels. These highly engaging stories helped convert daily listeners into active participants, and, ultimately, display village visitors.

From Display Villages to Digital Touchpoints.

Powered by the Black Thunders, street teams activated on the ground across Melbourne, bringing the excitement of the promotion to life. Carlisle display homes became destinations, complete with giveaways, coffee, live crosses, and the following week’s postcodes. The presence of Carlisle’s sales team added a layer of authenticity that made every touchpoint feel personal.

A co-branded campaign hub captured thousands of entries and provided another high-impact channel for brand reinforcement. With the Carlisle Homes logo proudly displayed, the win page offered a digital handshake that turned casual interest into lasting engagement.

The promotion drove meaningful business results – from foot traffic to lead generation – Carlisle Homes saw a clear uplift in attention and sales across the campaign.

Instagram post of the million dollar postcode bingo winner

Why It Worked..

BossMan made Carlisle Homes a part of Melbourne’s morning routine. With the trusted voices of Fifi, Fev & Nick leading the charge, and Fox FM blanketed in brand presence, we reminded Melburnians each day that Life’s Better in a Carlisle Home. And we made sure they heard it, saw it, and believed it.

In a tough Melbourne home building market, the Million Dollar Postcode Bingo promotion delivered what we needed – standout cut-through. The daily buzz kept Carlisle Homes front of mind for homebuyers, resulting in an uplift in leads and sales throughout the campaign. A great partnership from start to finish.

Janine Armstrong. General Manager – Marketing, Carlisle Homes

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