Project Overview
How to inject interest and drive sales in a well established estate in Melbourne's fastest growing, most competitive corridor.
Project Commissioner
Project Creator
Team
National Creative Director: Andrew Begg
General Manager: Jeremy King
Art Director: Rob Quick
Copywriter: Bruce Parossien
Account Director: Imogene Schaefer
Account Manager: Melissa Ann Tan
Project Brief
Eliston, first launched by Traffic 2015, is now entering the second half of its sales cycle, with nearly 60% of its land now either sold or currently selling out. Immediately after its launch, and for a long period of time, it was the number one selling estate in Clyde, one of Melbourne's busiest and most competitive regions. To keep this sales momentum going, Traffic was asked to inject a fresh sense of vitality into the brand communications for this vital final sales period.
Project Innovation/Need
The new campaign needed to communicate, unlike other competitors in this busy corridor, that Eliston is an established community, close to existing amenities and an upcoming school and major town centre right next door, along with the proposed Clyde train station at its doorstep. Everything that you could wish for from a community is at Eliston. Eliston needed to maintain its premium position and differentiate itself from the competition in the sales corridor.
Design Challenge
Whilst the initial launch campaign positioning 'The Land of Plenty' was maintained, a whole new design and campaign direction, utilising custom illustrations was implemented for the brand. Applications spanned signage, billboards, digital and social channels, print, collateral and a major refresh of the website. This created an engaging and ownable look that sat with the existing brand and motivated customers to contact sales agents outside normal buying cycle.
User Experience
By customising and differentiating the imagery used to promote the Eliston brand, and revitalising the typography and colour palette, we have been able to form a more emotional connection in all the communication touchpoints. In a down market, Eliston has held its market share and not had to enter into the discounting cycle many other estates have. The web site feels very different to its competitors and registrations across both web and social platforms has grown
Marketing - Sales Promotion
This award celebrates creative and innovative experience design for sales promotions 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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