Integrated Marketing Campaign
Marketing Objective: To build brand awareness and to showcase a new location where the builder had not developed in the past. We aimed to drive traffic and prospects to their website and presentation center by highlighting the positives about the brand and what they are capable of. Concept Our Integrated Marketing Strategy was anchored on the emotional connection a buyer would have with their new home. Instead of promoting the architectural or urban design features, we decided to promote the intangible emotions that come with home ownership as the community featured the most cost effective way to achieve this. Strategy + Execution: The entire campaign consisted of: - Community microsite responsive for all platforms: https://empirecommunities.com/community-page/legacy/ -2 min community video - 10 x 15 sec video clips for social media - 4 x web banners for Online Ads - 4 Print ads published in local and industry magazines - 4 x coffee sleeves and other POP material - A sales centre 16’ projection mapping installation featuring an interactive video. All assets were produced for the main production of the Empire Legacy video. The community video tells the story of a family looking for a home, and how both family and home transform and grow throughout the years. We conceptualized a home as a blank canvas waiting to be painted with emotion and family experiences, so using projection mapping as the main interactive feature at the sales centre, was an organic medium to showcase the community video. Results: Website saw 60,000 visits in the first month of launch, with 72% of new visitors and 64% traffic increase on mobile device. Phase 1 for Legacy (Around 300 homes) were completely sold out within the first 2 weeks.