Liberty One
At One with Footscray
Liberty One
At One with Footscray
Challenge
Liberty One is a Footscray based property development of 24 storeys comprising 375 residential apartments overlooking the Maribyrnong River and Flemington Racecourse.
While the campaign name, identity and renders for Liberty One were established, Bensons Property Group required a fully integrated campaign to take the project to market, drive enquiry, sales suite visitation and ultimately sales.
Through research including Roy Morgan Helix Personas, the target audience was identified as being two distinct groups, both of which were well educated, inner city renters, focused on their job, their health and who love social and sporting activities and entertainment.
We looked at media consumption, lifestyle, vocation and buying habits for both groups, as well as their emotional drivers, to help establish both a clear creative brief and a targeted media plan.
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 idea 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
The campaign was expressed across brochure, print advertising, mailbox drops, eDMs, cinema advertising, out of home and street posters.
Social media and digital advertising were highly targeted with a large number of creative executions specific to individuals 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 2018 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.
Results
With strong sales in place construction commenced. Bensons Property Group recently celebrated a topping out ceremony acknowledging completion of the building’s structural form.
“Self-titled are pragmatic in their approach to design and strategy, highly creative and brilliant problem solvers. It's rare to come across an agency with such a great mix of these attributes.”
