Image Credit : Lynton Crabb
Project Overview
A dead end on the wrong side of the tracks - this is how the 8 Montrose location could initially be described. This new residential tower was in an industrial back lot of Hawthorn East where a handful of other apartment blocks had already failed to sell.
The project was smack next to the train station, bordered by a dingy laneway. The client was determined to sell the project offshore to Asian buyers, an audience that values safety, cleanliness and urbanity above all else. At first glance, this development lacked all three.
We convinced the client to remove the rose coloured sunglasses by highlighting all the other highly attractive apartment buildings on the market in Hawthorn that were also targeting this Asian audience. We successfully altered the client’s perspective and convinced them to pursue a new audience.
Hawthorn is a blue chip, well heeled and familiar city suburb, just moments from the CBD as well as all Melbourne’s coolest neighbourhoods. Embracing rather than sugar-coating the more industrial and edgy elements of the site, we repackaged these as assets with appeal to local buyers.
Project Commissioner
Project Creator
Team
Dan Johnson, Nichole Trionfi, Krista Malloch, Jacquie Byron
Project Brief
The client wanted to sidestep the local market and take the project directly to an offshore audience. The original brief involved strategy, naming and branding to provide comprehensive offshore marketing collateral. We changed that.
We didn’t have a product that would strictly appeal to offshore Asians but we did have a blend that locals would love. Our new audience included Melburnians keen to stay close to the city, enjoy inner city culture and still feel proud of their gritty urban edge.
The client took our advice. They brought in new interior designers and re-engineered the building’s aesthetics to include more industrial chic elements.
After re-framing the client’s understanding of this project Hoyne eventually produced a full marketing campaign for the local market as well. This included a display suite interior and exterior.
We also produced a video, website, online advertising and print advertising for implementation in Australia and overseas.
Project Innovation/Need
We took unwanted mongrel qualities - industrial, off the beaten track, right on the train line, minutes from the city – and adopted them as the heroes of our strategic campaign. Perceived negatives became must-have assets, blending Hawthorn landmarks with inner city cool. Apartments here would embrace some gritty industrial aesthetics whilst, in reality, be ensconced in one of Melbourne’s finest, blue chip suburbs.
The laneway that seemed dingy became an extension of Melbourne’s coveted laneway culture. The heritage station was another aesthetic reminder of a place that works hard and plays hard. It also offers immediate access to the entire city.
Highly individual was the mantra for all creative briefs for 8 Montrose, including the building’s name. Hidden Hawthorn and hidden Melbourne became the steadfast message, successfully communicated in the slightly esoteric interpretation of the number eight in the logo.
Like an encrypted symbol, 8 Montrose unlocks the door to the celebrated laneway lifestyle, an unknown side to Hawthorn. This is expressed through photographic exploration; all the cool people and venues in the area dominate the imagery. Locals – architecture and individuals alike - played cameos throughout the campaign.
Design Challenge
We were saddled with a bad location. This was a neglected industrial back lot, abutting the local train station, surrounded by languishing projects. For Asian buyers, it was haunted by bad omens. This audience is famously committed to safety, orderliness and geographic alignment when it comes to property. Many would-be buyers bring a feng shui consultant on inspections. This industrial laneway setting, with the sound of trains rocketing past, would never make the grade.
The market was oversaturated. Copious amounts of residential apartment buildings were popping up in Hawthorn. The majority of them had more appeal to the offshore Asian buyer.
In the very same location, launched within the previous 12 months, were two apartment blocks with stalled sales and closed sales suites. These were being serviced by two of Melbourne’s biggest and most respected real estate agents.
The timing was bad. The client wanted to launch in December. In Melbourne the real estate market goes off the air that month, as everyone heads out of town. There is no one to sell to.
Effectiveness
Despite being launched in the real estate doldrums of December and the Christmas holiday period, 50% of the product sold within that month.
Sales exceeded expectations, especially when compared against the two rivals in the street that had only managed similar numbers over a 12-month period.
Graphic Design - Publication
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching of information style to audience.
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