Project Overview
Traffic was presented with the challenge to reinvigorate an increasingly negative market and to assist them in creating new 'industry first' initiatives to heighten brand awareness, combat negative sentiment and to get ahead of the competition while maintaining brand integrity.
With property prices struggling across Melbourne, Traffic have worked with Lotus Living to build confidence and excite the market in an unexpected way. By creating two new ‘industry first ‘ initiatives - A Builders Boost Campaign and Price Protection Initiative.
Project Commissioner
Project Creator
Team
National Creative Director: Andrew Begg
General Manager: Jeremy King
Design Director: Chris Shurey
Digital Director: Matt Smith
Art Director: Rob Quick
Account Director: Karen Jarvis
Senior Account Manager: Melissa-Ann Tan
Digital Designer: Tony dos Santos
Project Brief
Having launched 4 years ago, Jubilee still remains one of the largest master planned communities in Melbourne. Located in the thriving west, the estate commands 408 hectares of space in Wyndham Vale and is chocked full of facilities including a multi million dollar neighbourhood centre, Club Jubilee, a private network of health and recreation centres for the exclusive use of residents and guests, including Club Jubilee One, Australia’s first private indoor water park and more.
To date, Jubilee has launched 2 unique neighbourhoods, The Mill Quarter where hundreds of residents have already moved in and don't have to wait years for a close knit community to come to life and Scholars Green, a smart new neighbourhood designed to appeal to young, growing families. And with their very own series of townhomes branded under Urbode Townhomes emphasising on convenient living and space to live well, Jubilee is packed full of surprises to suit every need.
Project Innovation/Need
Traffic was presented with the challenge to reinvigorate an increasingly negative market and to assist them in creating new 'industry first' initiatives to heighten brand awareness, combat negative sentiment and to get ahead of the competition while maintaining brand integrity.
With property prices struggling across Melbourne, Traffic have worked with Lotus Living to build confidence and excite the market in an unexpected way. By creating two new ‘industry first ‘ initiatives - A Builders Boost Campaign and Price Protection Initiative.
The Builder Boost Campaign designed by Traffic was aimed squarely at incentivising first home buyers to enter the market quicker and achieve the ambition of building their dream home in this popular estate. To boost the aspirations of buyers, Lotus Living offered to pay their 5% builder deposit up to $25,000. The offer was for the first 20 buyers building with one of Jubilee’s partner builders.
To help give people the confidence to purchase today, the Price Protection Initiative was put in place. Lotus Living promised to pay back the difference if a buyer finds the price they paid for a lot at Jubilee has fallen after signing their contract. The guarantee applies to equivalent blocks at the time of their settlement.
Design Challenge
Known as one of the fastest growth corridors in Melbourne, competition in the west has always been fierce and fast paced. And with the ideas still fresh, the challenge was to turn around the campaign and launch it in a matter of weeks to surprise the market and get ahead of the game before the competition got word.
For a large estate like Jubilee, it was equally challenging to develop additional sub brands for the development and would then be easily recognisable, instantly memorable and of course synergised with the existing brand ensuring that it delivers on our brand promise of being everything you've been waiting for, like nothing you expected.
User Experience
Since its launch in March, Jubilee has seen a large spike in enquiry primarily due to disruption the campaign has caused in the market.
Embracing Jubilee’s brand design and dynamic visual language, Traffic’s campaign had strong market presence. Focussing on a clear, simple offer to neutralise any market hesitancy and shorten the sales purchase cycle of potential new buyers, it has been a great success in boosting sales.
Brought to market in record time, the campaign features a strong graphic treatment with a single minded focus to drive consumers to the website. The campaign has indeed reactivated the market, working hand-in-hand with a retail Builder Boost Campaign to demonstrably impact sales and shorten the purchase cycle.
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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