WINDERMERE

TitleWINDERMERE
BrandCOUNTRY GARDEN AUSTRALIA
Product / ServiceLAND DEVELOPMENT
CategoryE01. Launch / Re-launch
EntrantCOUNTRY GARDEN AUSTRALIA Melbourne, AUSTRALIA
Idea Creation TRAFFIC Richmond, AUSTRALIA

Credits

Name Company Position
Andrew Begg Traffic Pty Ltd Creative Director/Founder/CEO
Chris Shurey Traffic Pty Ltd Design Director
Jeremy King Traffic Pty Ltd General Manager
Laura Simpson Traffic Pty Ltd Strategist
Rowan Wilson Traffic Pty Ltd Senior Account Director
Matt Smith Traffic Pty Ltd Digital Director
Steve Wells Traffic Pty Ltd Art Director
Bruce Paroissien Traffic Pty Ltd Copywriter

The Campaign

We went with a fresh and bold colour palette and strong, emotive imagery to tie this project back to its fundamentals. 'Mind, body and soul’ were introduced to the narrative with ‘make a smart move’ as the positioning line. This derisked the decision making process and defined the purchasing decision as one that would enrich the mind, body and soul. We looked to create excitement and build curiosity around the brand, then slowly release key information to keep the market engaged and enquiring. The intention is now to help further articulate the unique selling proposition and build community engagement activities as blocks are sold and Country Garden has the opportunity to bring this development to life.

The Brief

Stage 1 Visioning: $45,000 Visioning & Brand Creation incl. Naming & Concept Blueprints, Sales Centre Visioning, Visioning Movie Stage 2 Activation: $31,800 Asset Production $20,000 Print Collateral $8,000 Stage Release Design & Templates Stage 3 Digital: $30,200 Digital Applications $6,200 Digital Banners $4,000 Social Media $3,000 Search SEM & SEO $17,800 Media, Sponsorship & Event Strategy $15,000 Project Management Media Budget: $39,025 Print $151,993 Digital: REA $223,235 Digital: Search, Social & Display $117,837 Out of Home $36,907 Direct Distribution $10,000 Radio

Creative Execution

Every element of the suite of Windermere materials was created from scratch. To launch the brand, we created a high impact campaign using a memorable hero image which ran across print media, billboards, transit shelters, bus backs, train interiors and direct mail, with the majority of the launch budget being allocated across digital channels, primarily REA. To bring the brand to life, a full suite of marketing materials was created including website, brochures, stage release materials, stationery, merchandise and a range of other branded collateral. A crucial part of the overall brand experience was the sales centre - the biggest in the southern hemisphere. It is here that the brand truly comes to life through category leading touch screen technology, video walls, cinema rooms, an immersive and engaging brand zone, kids zone, plus community area. We have run an EOI phase, launch phase and a couple of on-market phases.

Describe the success of the promotion with both client and consumer including some quantifiable results

The launch of Windermere has been incredibly successful with the first stages selling extremely well. The campaign, driven by a really strong brand position and media strategy, has generated more enquiry than any other project in the Western corridor. The overall message of the campaign - mind, body and soul - captured the essence of the project where education, outdoors and community will be on each future resident's doorstep. The result of this fully integrated campaign was over 2,000 enquiries (strong Owner Occupier numbers) and over 160 sales in the first few weeks since launching. Those looking to capture one of the first release lots had to go through an online preregistration process four days before the official launch day. Within 10 minutes of the portal opening for registration, an astounding 290 people had placed their name down to purchase a lot in Stage 1.

Explain why the method of promotion was most relevant to the product or service

This campaign demonstrates best practice in brand experience and activation in a category not recognised for delivering ground-breaking work. It also demonstrates true client and creative collaboration to deliver an outstanding result. The work has been built on solid strategic foundations, the driving idea has been seen through and the results speak for themselves.

We knew there were four key pillars that would affect the decision of potential buyers. - Education - Masterplan - Community - Location Our targets are aspirational, wanting the best for themselves and their family. They’re looking to secure the best position as the next generation of well-educated global citizens. As a global developer building the communities of tomorrow, we had the expert approach and understanding of how to build for the future. Our positioning became clear. Building a smarter future. Windermere is a future-focussed community that is perfectly positioned to take advantage of the new age of education and prosperity in Melbourne’s west with its proximity to the Australian Education City. In line with this, the driving idea developed for the campaign was ‘a smarter way’.

Links

Website URL