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The final release of Sydney’s Central Park was on the horizon and Frasers Property needed a campaign which would engage prospective buyers. With as many as 61,000 new units in the area due to be completed by 2017 there would be no shortage of choices for buyers. The campaign had to appeal to a challenging target market of local owner occupiers, who are already confident inner city dwellers who love the buzz they get from the urban environment, but are time poor and already flooded with messages 24/7.
We identified the Central Park precinct, with its mix of heritage and modern architecture and intriguing laneways as a modern-day wonderland that beckons exploration. This was brought to life by our design and CGI team as a contemporary take on Lewis Carroll’s novel Alice’s Adventures in Wonderland. Visually rich CGIs, inspired by fashion and retail, were interlaced with the strong Alice narrative that created a compelling story of life in the Central Park precinct as it is today, and what it will be when completed. By using a narrative based on exploration the campaign could communicate all the enticing aspects of the precinct and Wonderland, and invite the audience in to discover more for themselves. We also added an unexpected level of humour in a category that is traditionally conservative and overt in claiming “luxury”. The sales environment is an immersive experience that took its inspiration from fashion emporiums, to create a space that felt like a piece of retail theatre.
With 16,000 video views in the first two weeks; 1700 ROI’s before launch; and $140million worth of sales at launch, and widespread media attention Central Park’s final chapter is one hugely successful story.