The One Centre launches a new communications campaign for sale of an iconic Sydney property
The One Centre is preparing to ‘make history’ with the launch of a new integrated communications campaign to support the sale of an iconic Sydney property.
A ground-breaking property which combines breathtaking architecture, environmental sustainability and Sydney’s natural beauty, the sale of 8 Carrara Road, Vaucluse is expected to set a record price of AUD $65 million, making it Sydney’s most expensive home.
The One Centre has worked with estate agent Alison Coopes and the property owner to develop a positioning strategy for the property and a communications campaign to bring its story to life.
The property was created by world-renown architect Peter Stuchbury and builder John Fielding, who together have realised an awe-inspiring space using Australian materials and leading-edge technologies.
The One Centre has developed a full suite of branding and marketing elements for the property launch, this included: videos, photography, websites, sculpture, print advertising and direct marketing campaign.
Among the key campaign elements are: an exclusive invitation which featured ‘cedar wood’ infused scented paddles, sound track, a teaser video and website 8carrara.com designed to generate interest and visitors to register details, and a full website featuring a long format video and photographic library. The videos were created in English and Chinese. The team also conceptualised a unique, architecturally-inspired sculpture of the home made with its core materials as a memento for people taking part in one of its first private viewings.
Says Alison Coopes of Agency by Alison Coopes: “This property stands apart from other Sydney homes. The architectural perfection and structural beauty of 8 Carrara Road will not be matched for a very long time, if ever. It was, therefore, crucial to the project’s success that we worked with an agency who really understood the unique positioning of this property and could bring it to life through the branding. The One Centre have done an incredible job.
Says John Ford, CEO of The One Centre: “It is not often that you get to be a part of such a unique project. Creating the brand positioning for 8 Carrara Road and bringing this property’s story to life has been a really special project to work on. It comes at such an interesting time for Sydney’s ultra prestige property market and we really feel like we’ve been part of a historic and significant moment.”
Strategy: John Ford
Project Director: Katie Molloy
Project Manager: Danica Jenkins
Executive Creative Director: John Ford Creative Director / Art Director: Chris Gillespie Creative Director / Copywriter: Geoff Reid
Film Production: Ian Fowler
Website Design & Development: Chris Gillespie Music: Sameer Sengupta
Translations: Etcom
2 Comments
Good work guys!
C/mon you’re kidding me – this is a spam surely!
Flash house – simple case of database marketing.
But then if the Agent gets a 2% commission on $65 mill I guess she can use the vendors money as a marketing tool for her own brand.
In the end sale will go to deep pockets – end of story.