With the final residential release in Sydney’s globally acclaimed Central Park on the horizon, Frasers Property commissioned Hoyne to create a campaign that would encapsulate this significant opportunity.
Central Park is already a living, breathing, thriving precinct: it’s Sydney’s vibrant new downtown and this was the final opportunity to be part of it. With its mix of heritage and modern architecture, intriguing laneways and hidden gems, the precinct beckons all kinds of exploration; just like living in a modern-day wonderland.
This idea was brought to life with a contemporary take on Lewis Carroll’s much-loved novel, Alice’s Adventures in Wonderland. Key characters – Alice, the White Rabbit, the Mad Hatter and the Red Queen – are used to create the story of life at Central Park. Alice falls down the rabbit hole to find herself discovering new sights and delicious dining in and around Central Park, led this way and that by the suave White Rabbit. The ever-flamboyant Mad Hatter embodies the social community, while The Red Queen – craving luxury – finds that she has more than she ever dreamed of in our Wonderland.
With 16,000 video views in the first two weeks; 1700 ROI’s before launch; and $140million worth of sales at launch, Central Park’s final chapter is one hugely successful story.