After successfully completing a pre-launch campaign for The Green, we were tasked to oversee the opening launch campaign once the development was ready for residents.
From our previous work, we understood the nature of this project very well and recognised how the premium residential offering, unbeatable location and strong sense of community had to form the pillars of this new campaign.
The key metric for this opening campaign was to build excitement and showcase the quality of the development along with the connectedness of the community.
Creating long-term positive positioning for The Green that went beyond the campaign period was also seen to be an important aspect of this launch.
Knowing that there were strong sales during the planning and construction phase, we leveraged that sales momentum into this opening launch campaign.
Without ever sounding too ‘retail’, we built on the established perception that this was a premium, luxury offering, and discerning retirement living buyers would need to put The Green on their inspection list.
This strategy of “don’t miss this opportunity” combined with leaning into the community aspect of The Green created a strong foundation for the creative executions.
The campaign included video, radio and digital assets.
Creatively, we needed to honour the high-quality facilities of The Green, represent its enviable location and foster the message of a community of care. Under the theme of “Perfect for now, ideal for later”, The Green has been positioned as the place of belonging and continual care.
Images captured had a warm tone with a focus on people to build the sense of community connection.
The campaign has created immediate impact in the premium retirement property market with strong sales and buyer interest. The quality of the campaign reflected the high-scale offering, which ensured the right buyers have been attracted to this premium retirement community.
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