Scout Woolloomooloo only had 11 apartments to sell at what would be considered premium prices for the area so it was important to create plenty of impact with a small budget and an overt marketing persona.
We crafted an unconventional campaign for Scout that would polarise prospective buyers. Our positioning was “walk from here to anywhere that matters”. Engaging headlines were displayed on an electronic construction signboard and placed in prominent locations close walking distance from the site. These became the hero images of our campaign, seen in limited applications of press, the hero brochure and temporary sales space.
Urbanites did flock to Scout (by foot or bike) and 90% was sold on opening weekend.