The Pier at Robertson
assignment
Create an identity, personality and public awareness for The Pier at Robertson.
insight
Given only the name and location of a new luxury condominium, we were
challenged to generate public buzz and drive traffic to the show suites.
The Pier had the distinct privilege of being surrounded by many trendy
restaurants, clubs and pubs.
Marketing the exciting nightlife and ostentatious lifestyle was just too
obvious and did not appeal to us in the least. Brainstorming ensued.
strategy
Focus was shifted onto the prospective buyers, particularly affluent (single female) urbanites. Identified in an earlier research as an upcoming demographic for property, they were our best bet.
solution
A comprehensive profile was created to help the team understand our “alpha woman” – her ambitions, aspirations and personality. With her characteristics and idiosyncrasies in mind, an integrated launch campaign covering property identity and print/television/radio/ambient advertisements. In a twist, the property was never shown outright, instead the desired lifestyle and amenities of the vibrant Mohammed Sultan area. For its bold positioning, the campaign created a stir in the property and media markets.
results
Over 80 percent of the development were sold in phase one (soft launch).
Just two weeks after the launch, 120 out of the 201 units were swiftly
purchased by eager homebuyers. The campaign was highlighted in an editorial
column about “empowering women in advertising” and most recently showcased
as a case study in an advertising special.
SEE THE WORK
- Print Ads
