Project Overview
Stature was a new apartment development in Melbourne's Southbank precinct by the highly regarded Salvo Property Group.
The development was all about offering resort style living in a well connected neighbourhood, at an affordable price.
It already sounds pretty great, right?
Project Commissioner
Project Creator
Team
Lars Weisenberger - Creative Director/Copywriter
Jasmine Kaur - Senior Designer
Ian Hickey - Account Director
Carmen Lo - Account Manager
Project Brief
When Salvo first briefed us on this project they made sure that we understood that while the apartments within the building would be of an excellent quality, they would not be the star of our campaign.
Southbank was already a precinct dripping in new apartment developments. Some weren't great, but there were many that would have been a similar quality to what we were working with.
Therefore, they wanted us to focus on the resort style amenity within the development, the peerless connectivity Southbank has to the very best of Melbourne and the strong reputation Salvo Property Group had for delivering quality projects in the precinct, over the last decade.
Project Innovation/Need
Our approach to selling these apartments was to not sell them at all.
Our collateral rarely used images of the building external of the apartment internals. Instead we opted to showcase the rooftop pool, common lounge or simply beautiful shots of Southbank and its surrounding amenity.
Messaging was always focused on the lifestyle that the area afforded residents or the pedigree of the developer and their deep connection to the area.
Design Challenge
Undoubtedly the biggest challenge we faced with this project was the fact that is resided right next to a freeway. This is not a huge issue for a high rise building. There are countless examples of similar developments around the world that are very successful, but they are usually in more densely populated cities where vertical living has been embraced for a long time.
Melbourne is a city that is still coming to terms with this concept and therefore, we needed to be careful in how we approached marketing the building so as not to scare potential purchasers off without first having the opportunity to educate them on how the freeway was only a perceived issue, not an actual one.
To do this we limited the external imagery we displayed of the building and housed our display suite and viewing deck down the street in the Salvo Property Group head office. It was not about trying to hide the freeway, but instead ensure we gave the sales agents the chance to guide the narrative. Once the potential purchaser was on site, they would obviously see the proximity and if they then chose to walk away, so be it.
Effectiveness
We launched the Stature campaign with a 4 week registration of interest period prior to the launch. Using only a lead capture page, print and digital advertising we were able to generate a large amount of leads, providing Salvo with a sizeable database to mine when we released the stock.
When we were on market, our sales process and associated collateral resonated strongly with the market leading to the building selling out of all 1 and 2 bedroom stock.
The campaign was wound back over Christmas, a state that was then extended by the COVID-19 pandemic. Ultimately we have used this quieter time wisely to craft a new marketing campaign for the more expensive 3 bedroom stock that we have to sell, which will launch sometime in June.
Graphic Design - Publication
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching of information style to audience.
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