WEST is one of South Australia’s largest ever residential developments, with more than 1,300 homes and apartments — worth more than $1 billion — to be built over the next decade.
We were tasked with delivering an extensive seasonal campaign to drive sales for the second half of the financial year, capitalising on the traditionally busy real estate sales period and the warm weather that so optimally showcased the development’s coastal lifestyle.
Running at the height of the hot season, our campaign took a decidedly summery, tropical look: bright, warm, colourful, casual, and fun. This feeling was communicated through its distinct colour palette, handwritten typography, copywriting, and loose fashion-inspired illustration style.
The campaign’s tagline ‘Follow the Sun’ alludes to the development’s location in Adelaide’s west; and sounding like something equally at home in a travel campaign, conveys WEST’s brand proposition of offering a holiday lifestyle from the comfort of home.
To maintain a strong retail focus, we immediately followed the emotive ‘Follow the Sun' tagline with a simple, concrete price range — from the lowest priced apartment to the most expensive home available. This communicated the breadth of affordable and luxurious housing options available in the expansive development, simultaneously appealing to the brand's highly diverse demographic of first home buyers, families, and retirees.
This fully integrated marketing campaign was implemented broadly across many marketing touchpoints, including radio, outdoor, sales centre point of sale displays, a magazine delivered to almost 200,000 homes in WEST’s surrounds, and an extensive digital marketing campaign spanning a digital display campaign, search advertising, multi-platform social media posts, and a highly targeted and individually-tailored eDM campaign across WEST’s segmented database.
The ‘Follow the Sun’ campaign was highly successful in driving leads and sales at WEST over the summer months, with a 60% increase in display home traffic and enquiries throughout the campaign