Where traditional faux-luxury property branding didn't resonate with the target audience, a new identity and website celebrates the rich culture of the Footscray area.

Being At One

Using the audience insights, we established a need to highlight not just the apartments themselves, but how the development responded to the colour and vibrancy of the ‘new Footscray’, met the target groups lifestyles and reflected their values.

Key messaging delivered on this insight and directly related back to the name ‘Liberty One’. We developed the Self-truth® of being ‘At One’. At one with yourself, at one with your surrounds, at one with Footscray.

Capturing the vibrancy of Footscray

We commissioned Mark Roper to photograph Footscray, capturing  the local area and lifestyle to support our positioning, reflecting and celebrating the colour and vibrancy of the area.

A truly integrated campaign

Social media and digital advertising were highly targeted with a large number of creative executions specific to individual’s interests.

Foodie Tour

Research had shown some potential buyers still saw Footscray as ‘up and coming’, whereas we felt the suburb has truly arrived – equally valuable to owner occupiers as investors. To highlight Footscray’s lifestyle and food scene, a Foodie Tour was set up and hosted by appointed Liberty One ambassador, Master Chef finalist Khanh Ong.

A series of short videos were created and then shared online and via social media that invited the targeted audience to conduct their own version of the designated tour at their leisure, with vouchers supplied for local eateries.