Project Overview
To develop and implement a state-wide sales promotion which included all Villawood Properties’ Melbourne metropolitan projects, primarily to drive enquiry to each project and increase sales immediately.
Project Commissioner
Project Creator
Team
Cindy Tan, Director
Belinda Wilmann, Account Manager
Rachel De Luca, Senior Designer
Minh Ho, Designer
Project Brief
To develop a strong retail campaign that not only communicated the monetary benefits of the promotion for the purchaser - the offer being that Villawood Properties will pay the builder’s deposit directly on behalf of the purchaser - but also position the Villawood Properties' brand top of mind for the audience.
The primary target audience was first home buyers throughout all Villawood Properties' projects across metropolitan Melbourne.
Project Need
A sharp and bold campaign idea was developed with the tagline being “Villawood Cheques You In”, thus a focus on ‘Money Talks’. The aim being to generate a high level of enquiry and also encourage visitation to the various projects as potential purchasers come to “collect their cheque”.
"Villawood Cheques You In" created strong brand awareness for Villawood Properties and their projects as web traffic significantly increased on their corporate and individual project websites. Moreover, enquiry levels for each project increased over 200% during the campaign period.
Successful deliverables for this promotion included campaign strategy development and creative implementation across local press, Melbourne radio, online advertising, web landing page & banners, eDMs, signage, and print & POS collateral.
The look and feel of the creatives was youthful and strong to appeal to the primary audience of first home buyers.
Design Challenge
The biggest challenge was developing a campaign for a pre-existing offer that Villawood Properties had released to the market over 18 months ago.
As this was not a new offer, Vive Group needed to develop a fresh campaign message and execute the creatives to reinvigorate the sales message with the view to generating target audience engagement and response.
Sustainability
Social Sustainabilty
1. Since 2010, Vive Group has provided in-kind support to The Royal Children’s Hospital’s Good Friday Appeal.
2. We actively support and sponsor Compassion Australia, a non-profit organisation working to release children from poverty.
3. We are avid supporters of Watoto, a non-profit organisation raising orphaned children & empowering vulnerable women, and inspiring them to become future leaders.
Environmental Sustainability
1. Vive Group supports Carbon Neutral contributing to tree-planting programs all around Australia. To-date, Vive Group has funded the planting of over 23,000 trees.
2. Our new office incorporates various energy-efficient and environmentally-sensitive principles in its design in order to minimise the building’s embodied energy. Products such as sensor lights, double-glazed timber windows, water tanks, low-VOC paints and high-grade insulation have been a priority. Harnessing natural light supplemented with LED lighting and generating passive air flow to minimize dependency on air-conditioning has also been implemented within the design.
3. We encourage staff to minimise paper wastage and we ensure that our equipment and lighting are switched off when not required.
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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