Our client Mirvac wanted to set a new benchmark in design and quality for an apartment development in the Bondi area. While within the famous suburb of Bondi, the site was a distance from area’s biggest drawcard being the beach. The project comprised of a number of new buildings as well as the restoration of a heritage building on site.
The site benefited from numerous mature Morton Bay Figs and Norfolk Pines, which were retained and formed an integral part of the landscaped grounds within the development. This was a key strength which we used as the basis for the identity and campaign. Hoyne created a unique visual language to differentiate the campaign from all others in the market. While it was not near the beach, most apartments from the upper levels would enjoy views of the beach. While some would consider this an out of the way location, it was important we marketed the tranquility and convenience of the site. Hoyne developed an integrated campaign of differing but unified messages across online media, branded collateral, advertising, outdoor and print to leverage the distinct brand and compelling messages.
The Moreton was transformed by delivering the message across different platforms to evoke an emotional response to the product. The marketing created a huge amount of noise in the market and 90% of the apartments were sold on launch weekend, with the balance very soon after.