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CAMPAIGN RATIONALE

Arndell has much to offer the new home buyer/builder as indeed do much of the local competition. And when it’s all said and done, the decision where to buy is usually made long after the magazine or press advertising has done its primary job. Get noticed, get liked and get on the shopping list is what estate marketing should strive for – at least in the early stages of its life cycle.

Faced with this objective and without wanting to stray into radical or irrelevant territory, the image of the boy with his glider was chosen as a delightful and versatile key visual for the launch campaign. It evokes all the right feelings – youthful exuberance, clean outdoor living, family values, enjoyment, freedom and hope, amongst others.

ANIMATED FACEBOOK BANNER
The boy and his glider were then used metaphorically to drive particular messages relevant to the marketing of the Arndell brand. Following that, the visuals flowed on and were used in direct marketing activity, emails, on the website, at the sales office and even at land release events. Creating a consistent brand flavour or style across all touch points helped maximise the value of every marketing dollar.
CO-JOINED ADS IN LOCAL PRESS
DIRECT MAIL GLIDER PACK
PROGRESSIVE STAGE RELEASE ADS
ARNDELL ESTATE BROCHURE
LOCAL PRESS - LAUNCH DAY PULL OUT SUPPLEMENT
MOBILE BILLBOARD - LAUNCH WEEK
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ARNDELL ESTATE- PROPERTY DEVELOPMENT

Creating a visual point of difference is tremendously important within the enormous clutter of real estate marketing. Advertising that stands out works harder, and if twice the people notice your ad, it’s effectively cost your half as much.

The media is saturated with images of smiling, happy families, and whilst there’s nothing wrong with portraying your ideal demographic, it makes it tough if you’re trying to create a new brand amongst the well established estate brands. “Me too” advertising can easily get lost.

Available
Freelance, Full-time, Moonlighting
Harry Williams
Art Director | Graphic Designer | Music Reviewer | Concert... Melbourne, Australia