47 Market Street,
South Melbourne, Victoria, 3205
Create a convention-defying brand and marketing campaign for an ultra-exclusive residential apartment building in a tightly held pocket of Kew.
The Grounds of Kew presents locals with an opportunity to downsize without downgrading the residential luxury, amenity and postcode to which they've long been accusto med. The downside of downsizing, however, is the implication of adva ncing years. Our campaign theme-Grow New-turns this negative co mpletely on its head. Instead of a life stage compromise, a move to the Grounds of Kew becomes a life-affirming change for the be tter that celebrates the joyous spirit of one's inner child. Our highly successful campaign realised this idea through weekly video instalments of an ongoing tale about would-be downsizers. The twist? Every role is played by a child actor.
Described by the property industry as 'a game changer', the campaign is generating an extraordinary volume of highly qualified leads.