Problem

Challenge

As a Melbourne developer, when Resi Ventures came to iCreate they were new to the Queensland market and wanted to launch their first project in regional Hervey Bay.

Finding the perfect place to build a home can be a challenge. There are many things to consider, such as size of the block, the neighbourhood, affordability, employment, convenience and lifestyle. This can make the audience feel overwhelmed and anxious as buying a home is a big financial decision.

Thinking

Strategy & Approach

Throughout our marketing, we empathised with the audience’s problem and built the ultimate vision of success. We strategically landed on the name ‘Bloom’ as the perfect metaphor for success, growth, evolution and thriving.

Through careful research and due diligence, we were able to understand the local market. We made positioning recommendations that pointed out the project suits local upgraders, those from nearby coastal suburbs looking for an affordable sea change and first-home buyers looking for a chance to build their first home.

We used the Creator brand archetype to guide our tone of voice and the brand’s look and feel. To appeal to a Creator, you must celebrate the creative process while inspiring self-expression. You should stir desire for the creative process and inspire customers to express their nature to the best of their ability.

Result

Final Experience

Ultimately, we carefully considered a competitively unique strategic campaign that would appeal to locals, relocators and savvy property investors who could see the potential in this fast-growing coastal city on the edge of the Fraser Coast.

Our campaign results have been fantastic, mainly using our strategic targeting and messaging with a digital campaign and using social media to drive qualified enquiry, leading to sales.

Project video

We knew we had to refresh the perception of Hervey Bay as the stunning locale that it truly is, and we achieved this with a photography and videography shoot. Take a look!

Our positioning line, ‘A new chapter’ creatively flows through all copy and collateral.

A new chapter…

in your very first home

in a liveable like-minded community

in a vibrant coastal lifestyle

to do more of what you love

Social Media

Using our 5 pillars, we create on-brand social posts to raise awareness of the project.

Project brochure

Our gorgeous printed project brochure walks the audience through a story of what their life will look like in Hervey Bay, inviting them to begin a new chapter at Bloom.

Masterplan

Location photography and videography

Through photos, videos and drone shots we were able to capture the essence of Hervey Bay, making Bloom an irresistible development for potential buyers.

Billboard

We used billboards and hoarding around the site to raise awareness of the project, with clear messaging to catch the attention of our target audience.

Bloom Hervey Bay

Intro

Company

Location

Services