Two weeks ago we launched Life’s a Bounce: the campaign for INplace’s Ingress Park development, The Pier…
…and in the last 2 weeks they’ve had 11 reservations (of sale) – an outstanding response for such a period, but particularly so because it was turning into such a difficult property to market. For some reason they’d not been able to sell any of the apartments since it opened early on this year… until we turned up 
So why is this and why has our campaign been so effective?
The same reason that our previous project, GO Enjoy, worked so well for them – because it was highly targeted at a creative and strategic level, utilising a cross media approach.
Differentiating the development from the competition was the easy part, the key was in understanding it’s unique value proposition and then aligning and communicating those values with the target market through the correct channels.
Which is why such a campaign has to be creatively lead – it’s the only way to communicate engagingly with key decision makers at an emotive level. Rather than simply listing the rational advantages of the proposition (as per the competition), the creative is developed to chime with who they are – their core needs and daily lifestyles – in a tone that they understand, with a message that actually means something to them. It’s not all about price points and glossy pictures.
And no, sticking a leafy background on your brochure doesn’t mean you’ve tapped into the green aspect of your target demographic, you need to try a little harder on that one. We live in a world saturated with high levels of communication, we’re media savvy and bored/suspicious/apathetic/dulled (choose favoured response) with standard, vanilla communications. If you don’t accurately differentiate your message you’re just being different for the sake of it, and we all know when we’re being bullsh*tted…
Put simply – do your homework, be genuine, and think about what you’re actually trying to communicate, and most importantly who to