Liberty One

At One with Footscray

Liberty One

At One with Footscray

Challenge

Liberty One is a Footscray based property development of 23 storeys comprising 350 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.

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