Project Overview
The Assemble Model is a new pathway to home ownership – which bridges the gap between renting and owning your home. It’s a response to the very real challenge of home ownership in Australian cities.
Project Commissioner
Project Creator
Team
Canyon Studio
Kris Daff – Managing Director – Assemble
Emma Telfer – Director Culture and Strategy – Assemble
Sally Male – Marketing Manager – Assemble
Illustrator – Maya Ish-Shalom
Production – Rothfield Print Management – Paul Levy
Project Brief
Canyon was briefed to help develop a strategic marketing campaign to create awareness for the Assemble Model, to generate qualified enquiry, to increase registrations and ultimately applications for Assemble’s new rent with the option to buy apartment development at 15 Thompson St Kensington.
Project Innovation/Need
The 15 Thompson St digital campaign has been an essential part in conveying Assembles unique message to its audience through a variety of continually refreshed highly targeted digital channels. An in-depth and detailed approach has revealed new opportunities and expanded reach. Focusing on specific audiences and identifying that audience’s needs and interests was key in the ultimate success of the campaign.
Design Challenge
The challenge with15 Thompson St and the Assemble model was creating language and visual content that would cut through the vast array of marketing within the property market while staying true to the Assemble model. Content needed to be fresh and authentic and yet still have a hint of playfulness.
There were also many parts to the Assemble offer that needed to be communicated. Creating a strong strategic approach with thorough planning while always being agile was key.
Effectiveness
15 Thompson St is a great example of using a strong strategic approach and audience insight to build and develop an authentic marketing campaign. Pairing eye-catching creative and relatable messaging has proven to generate fantastic results.
Some of the key reasons for the success of 15 Thompson St:
– Generating targeted and ownable content.
– Being agile and constantly reviewing and leveraging data to tell better more relevant stories.
– Building a culture of innovation and creativity with the Client
Total site traffic 110, 000+ in 4 months
Maintained continued high quality leads for duration of the campaign
Graphic Design - Identity and Branding - Lifestyle
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
More Details