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Project Overview

Orana is a master planned community in Clyde North. It’s the largest project of its kind in the City of Casey, and will ultimately comprise over 4,000 new homes, 6 parks, and a mixed-use town centre with a range of retail, commercial and residential offerings.

In Victoria, it feels like there’s a master planned community around every corner(!) so our challenge was to not only communicate the incredible scale and opportunity within Orana to potential purchasers, but to also create a project brand and marketing campaign that would cut through within a highly competitive market.

Add to those challenges... launching a project at the height of the COVID pandemic in 2020. With no ability to take people to the site or into a sales suite, we created a purely digital sales and marketing experience in partnership with our friends at Core Projects which delivered exceptional sales results for the project, placing it consistently in the top 5 selling projects in the corridor throughout 2020.

Project Commissioner

Balcon Group

Project Creator

Cassette

Team

Mick Whelan – Creative Director
Troy Slade – Design Director
Sam Watson – Senior Designer
Jessica White – Account Direction
Alex Goddard – Digital Director

Project Brief

Balcon Group are a family run business, who have spent the better part of three decades acquiring smaller parcels of land to come together to fulfil their vision of Orana. We certainly took this brief seriously in terms of developing a project brand that would do justice to the love and commitment shown by Balcon in creating this place.

Balcon Group have a proud history of philanthropy and a strong commitment to building healthy, positive communities. With a project the size and scale of Orana, it could have easily been perceived by potential purchasers as “big city like” and a big sales machine, so it was our brief to not only showcase the macro story of Orana, which is certainly compelling, but also the micro moments and initiatives that Balcon have integrated into the masterplan to really help people live their very best lives.

Project Innovation/Need

Differentiating for a Strong Pre-Launch Campaign:
In order to create cut-through during the pre-launch phase for Orana, we sidestepped the traditional ‘renders and stock-style photography’ approach generally adopted by the industry and instead set the community apart with a disruptive creative style that encouraged a sense of discovery.

Balcon Group have always been big supporters of local talent, so we commissioned Bea Vaquero – a Melbourne-based illustrator – to create a series of nine bespoke illustrations that each spoke to a unique aspect of life at Orana.

Playing into the uniquely digital solution, these illustrations were also fully animated as motion graphics within video, website and social environments, bringing greater impact at every brand touchpoint.

Evolving the Narrative for Launch:
Our disruptive strategy carried through to the launch phase where all nine illustrations were then recreated with talent in locations near Orana, inspiring a suite of accompanying brand photography. The aim of which was to show audiences that the vision for Orana was truly coming to life, taking the intangible to tangible, the making the Orana dream a reality.

Design Challenge

Originally, when we were developing the brand and place story in 2019, the design challenge was how we would creatively communicate the project’s plethora of stories without overwhelming the potential purchaser. We overcame this challenge with our independent illustrations, which encapsulated Orana’s nine pillars clearly and beautifully, creating a memorable and effortless visual language.

We took the same approach with the community’s collateral, opting for nine dedicated and digestible brochures instead of a 60-page book. This enabled sales agents to curate the sales package provided to the potential buyer according to what mattered most to them, cutting out the superfluous content that might potentially overwhelm them. In line with the community’s positioning, this refreshing and customisable approach gave people the power to see how they could independently ‘create their best life’ at Orana.

This approach became even more valuable when the project faced the challenge of a purely digital launch at the peak of the COVID pandemic in 2020. The ability for the sales agents to create a customised and engaging digital sales experience was critical to the success of lot sales.

Similarly, the website evolved to become the key touchpoint for potential purchases in lieu of a sales suite. A pivot achieved via a re-mapping of the user experience into a new and more detailed online journey that would relay greater information clearly, effectively and on-brand with the Orana experience to date.

Effectiveness

Pre-launch:
Working closely with Hatched media, we developed a comprehensive pre-launch campaign that was focused on capturing as much enquiry as possible for the Core Projects team to pre-qualify.

It was here that the use of illustrations in favour of traditional CGI renders or home façade imagery created the pivotal cut-through needed to distinguish Orana from the competition. Our messaging was anchored on a positive call to action, to ‘Create Your Best Life at Orana’ – a positioning that paid homage to Balcon’s vision for the community.

This approach saw pre-launch enquiry targets achieved well before launch day and provided the Core Projects team with a high-quality database, ripe for conversion.

Launch:
At the end of 2020, over 200 lots had been sold at Orana, surpassing Balcon Group’s expectations and instilling a sense of pride in the entire project team, given such a turbulent year.

Continued Success:
Once we were able to open the Sales Suite on-site at Orana and construction had commenced, it was all about driving visitation to site, which we did through a targeted social, digital ads and video campaign showcasing the progression of construction, providing potential purchasers with trust and confidence that the promise of this brilliant community was well and truly being delivered on.

The project continues to sell-through, with an immersive Display Village, Park and Community Centre opening in the second half of 2021, and much more to come as Orana blossoms into life in Clyde North.

Advertising - Print

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