Requirement

Attract would – be Carlton residents to a property development on the suburb’s northern edge, by bringing its ‘everything on your doorstep’ attractions to life in an entertaining and engaging way.

Response

Let the converted do the preaching via a multi – channel campaign in which existing residents and retailers describe the richness of everyday Carlton life; its video centrepiece—a blend of unique animation and real life interviews—typifying the suburb’s creativity and sophistication.

Result

100% sold in 6 months