Project Overview
The Finale is the final stage of Mirvac’s master planned Melbourne community, Waverley Park, which first launched over 10 years ago. The 175 lots are located around the central park and wetland area, a prime position in the centre of the masterplan, with unlimited access to the natural surrounds. Hoyne created a campaign to appeal to both the existing and future community, generating excitement about the final completion. The resulting campaign drew inspiration from beautiful natural surrounds of the homes and the community itself, which is still growing and establishing 10 years after launch.
Project Commissioner
Project Creator
Team
Creative Director: Nichole Trionfi
Designer: Nick Fels
Account Manager: Bryan Ba-Pe
Strategist: Danielle Caruso
Project Brief
Waverly Park has already established itself as the South East’s most highly regarded and family friendly micro suburb. Known for the premium Mirvac quality of its family homes, the masterplan also has a wealth of open, public space, with 6 parks and playgrounds and 6.7 hectares of lake and wetlands. In this final release sixty-four percent of the homes would have park or lake fronting.
Hoyne were briefed to create a campaign to appeal to both the existing and future community, generating excitement about the final completion which would draw the the whole development together.
Project Innovation/Need
We created a campaign that was inspired by the opportunity for prestigious living so close to nature. The Finale was positioned as the final piece of the puzzle, that would connect the community and complete the Waverley Park vision, as well as being the final opportunity to buy into this sought-after enclave.
The campaign amplified the homes’ location around the lake and parklands. We used premium hand cut paper craft inspired by native Victorian flora to create an accessible and natural, yet premium logo and that was referenced throughout the campaign. The theme of the four seasons was also used to differentiate the four separate releases and illustrated the rarity and short-lived nature of the offering. The result was a campaign that was vibrant and exciting.
The atmosphere created at the Sales Display Centre was immersive, informative and celebrated the long awaited completion of the community.
Design Challenge
The campaign was characterised by two key challenges: firstly, how to create a campaign that would appeal to future and existing inhabitants, as well as ensuring the campaign stood out from previous releases; secondly, how to create an exciting campaign that leveraged the Waverley Park master brand, but that still felt fresh, exciting and compelling to the market.
User Experience
The campaign successfully generated great excitement around the final completion, both in the market and among the Waverly Park’s existing residents. It contributed to the overall success of the project and the strong sales results that it achieved.
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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