Image Credit : Mark Lobo and Luc Remond
Project Overview
Wonderland by Frasers Property Australia is the final residential release in Sydney’s globally acclaimed Central Park. Frasers Property, in collaboration with Hoyne, created a campaign inspired by fashion and retail, that brought the precinct and the development to life through a contemporary take on Lewis Carroll’s novel Alice’s Adventures in Wonderland. Wonderland successfully appealed to a challenging target audience and stood out in an already saturated and competitive market. Wonderland achieved an outstanding result with 1,700 enquiries before launch and $140million worth of sales at launch.
Project Commissioner
Project Creator
Team
Creative Directors: Peter Drew (CGI) and Matt Barratt
Copywriter: Sophie Noble
Designer Nathan Hotten
Production: Leesa Morgan
Photographer: Juli Balla
Account Director: Niki Beeston
Project Brief
The final release of Sydney’s Central Park was on the horizon and Frasers Property needed a campaign which would engage prospective buyers. This was the last chance to buy into Central Park, which has become the coolest new destination for intriguing dining experiences, bars and retail. With leading architecture and intelligent landmark design, Wonderland will be sewn seamlessly into this globally award winning precinct. With as many as 61,000 new units in the area due to be completed by 2017 there would be no shortage of choices for buyers, so this campaign needed to be anything but ordinary.
Project Innovation/Need
Rather than presenting traditional property clichés the campaign identity took its creative cues from the visually vibrant world of retail. The CGIs challenged conventional property campaigns to ensure that Wonderland stood out from the crowd and stopped the target market in their tracks. These photographic montages, unlike anything else in the Australian property marketplace, embraced fantasy to set Wonderland apart from local competition. They immersed viewers in in the vision and narrative of Central Park as a modern-day wonderland, articulating Wonderland’s points of difference in a truly innovative and engaging way. This was reflected throughout the entire campaign; from the countdown on the website which created a sense of urgency, to the sales environment, an immersive and theatrical experience that took its inspiration from fashion emporiums.
Design Challenge
The strategy identified key challenges which the campaign needed to address: with so much market activity in the surrounding area the target market of inner city owner occupiers would have no shortage of investment choices. This audience are time poor and already flooded with messages. In order to attract and retain their attention the campaign had to capture their imagination, as well as differentiate Wonderland from the plethora of surrounding developments. Also, as the last release, there was a danger that the campaign could become stale, or complacent in light of Central Park’s early success. The campaign had to communicate that the precinct is continually evolving, always offering something new to discover.
User Experience
With 16,000 video views in the first two weeks; 1700 ROI’s before launch; and $140million worth of sales at launch, and widespread media attention (including a feature on the cover of Domain magazine) Central Park’s final chapter is one hugely successful story. The success of the marketing campaign lay in its ability to innovatively encapsulate this exciting opportunity, attract the attention of a challenging target market and set Wonderland apart in an already saturated market.
Marketing - Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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