The Campaign

To reinforce Noble’s ‘be different’ philosophy, we originated a project with a unique concept – “Reimagining Pet Habitats” through housing for exotic animals. Exotic animals are popular pets among people with a ‘different’ lifestyle – and perfectly match the characteristics of potential Noble customers, who are the rare species of customer who differentiates themselves by choosing bold habitat designs and locations.

Creative Execution

Exotic animals inhabit vastly different and unique ecosystems. We selected 5 exotic animal species and studied their environments in order to define the essence of their habitats. We then created custom animal houses based on Noble’s overall design philosophy: Minimalism, seamless integration and being boldly different. The principle design cues of the animal houses were translated from the 5 unique Noble projects. The results are 5 unique animal houses that are minimal, seamlessly integrated and boldly different – just like Noble’s philosophy. This is to emphasize that Noble has a deep understanding of the nature of their tenants’ as well as their pets’ habitats. The “Reimagining Pets Habitats” project was displayed at the Noble D Day sales event for 3 consecutive days from January 20th – 22nd, 2018. Tenants and potential customers had the option of purchasing an animal house of their interest.

Indication of how successful the outcome was in the market

After the project launched, the Noble’s brand positioning and distinctiveness on ‘be different’ were strongly emphasized and rose dramatically. The project created an excitement within both Design and Real Estate community where Noble potential customers belong. All 5 Noble projects received 30% more visits on the grand opening day. 70% of the customers who buy a Noble’s property also purchase an exotic animal house.