Project Overview

The neighbourhood of Aurum represents a precious and exciting opportunity for families to live in one of Melbourne’s blossoming hubs, Cranbourne East.

Established property developer, Sightstone have been delivering discerning and distinguished residential and commercial property projects across Asia and Australia for the past twenty years. Aurum is their inaugural land subdivision in Australia, and with 160 homesites, it personifies their desire to balance neighbourhood spirit with true liveability.

Project Commissioner

Sightstone

Project Creator

Vive Group

Project Brief

Sightstone have a passion for developing unique and memorable projects that create lasting legacies. So, when they appointed Vive Group to bring their first large scale community in Australia to life, we embraced the opportunity.

We were tasked to develop a brand that would:
• Convey a strong sense of community pride and spirit
• Stand strong and be distinct from its competitors
• Create a lasting legacy for Sightstone.

Deliverables were comprehensive and included:
• Brand name and identity
• Customer journey and experience for the sales centre
• Full suite of marketing collateral and signage
• Sales promotional activities in particular digital marketing encompassing website, eDMs, Google Ads, Facebook Ads and realestate.com.au Project Profile and native ads.

Project Innovation/Need

The Aurum Sales Centre has a sense of contemporary class. Minimalistic, yet filled with striking blush gold furniture and accessories, everything has its place and own special purpose. Exclusive in design, yet warm, inviting and accessible for everyone. This ideal is further enhanced by the use of natural wooden tones and hints of greenery connecting the external to the internal.

We were also keen to increase the presence of the Sales Centre, given it had a relatively small frontage, at only seven metres wide. We did this by affixing oversized billboards either side. Not only have these been commanding, they have also given us additional real estate to promote the brand and its offerings.

The functionality of Aurum’s Sales Centre is also worth mentioning. The carefully planned customer journey hasn’t missed a beat, and includes targeted directional and informational signage, lifestyle/inspirational messaging, quiet area for private discussions and who could forget the kids' play area – designed to allow mum and dad to engage properly with the Aurum Sales Team.

Design Challenge

This project was scheduled to launch at a time when the property market was deflated and with a myriad of well established, aggressive competitiors in a tight market.

We knew we had to do something pretty special to not only capture the market but to create a brand that will create a lasting legacy for Sightstone.

After hours of collective research and numerous brainstorming sessions, the name Aurum was born. Pure and simple, Aurum means gold. We liked the aspirational feel yet friendliness of the word, and believed it truly captures the “golden opportunity” available to families.

We paired Aurum with the tagline “A Life to Treasure”, as it succinctly captured the exciting lifestyle opportunities awaiting those who will make Aurum home.

User Experience

Aurum has been received extremely well by the market – with Stage 1A selling out before official launch and overall sales results exceeding targets by over 15%.

In particular, we are proud of our digital marketing results which have assisted in delivery high quality leads to the project sales team.

Some highlights include:
Facebook
• Cost Per Lead (CPL): 36% below industry average
• Conversion Rate (CR): 81% above industry average

Google
• CPL: 45% below industry average
• CR: 44% above industry average

And importantly, here’s what Sightstone has to say:

“We couldn’t be happier with the community’s response to Aurum. Not only did we successfully enter the property market at a time that was less than ideal, we also surpassed our initial sales targets whilst maintaining budget. We have to thank Vive Group for their part in that, by developing a strong, distinctive and recognisable brand. We love the Sales Centre too, and found it to be the perfect environment to discuss Aurum's offering with prospective purchasers. Every little detail has been thought of.”
[Beau Cong – Senior Development Manager, Sightstone]