Project Overview
Kings Lane by Liverpool Street Holdings comprised of nine brand new terraces in Darlinghurst, each with a separate street address and private entrance. A unique opportunity in Darlinghurst that was fraught with a tiny budget. Hoyne developed a multiple application campaign that was highly impactful. We brought sophistication, local insight and elevated the projects status. We had a strategy around building the ROI, engaging prospective buyers, and eventually releasing them to buyers who were eager to purchase.
Project Commissioner
Project Creator
Team
Art Director: Andrew Hoyne
Designer: Matt Johnson
Account Manager: Angel Pun
Finished Artist: Leesa Morgan
Copywriter: Leesa Gallaher
Project Brief
A commercial space was being transformed into nine terrace homes. Our objective was to inspire potential homebuyers with the idea of their own private doorway in Darlinghurst and the rarity of a contemporary terrace house in an inner city location. While these terraces were relatively small and only three meters wide, we felt the need to leverage their biggest point of different against much larger price-competitive apartments in the area — which was direct street access to your residence, rather than via a hallway. This meant each terrace had its own address rather than an apartment number. We also leveraged the cool factor of Darlinghurst to emphasise local amenity of bars by night and parks by day.
Project Innovation/Need
The concept of a ‘private doorway into Darlinghurst’ informed our strategic and design campaign. The bold brand mark is inspired by cast-iron, antique doorknockers of centuries past, made new with a minimal, geometric aesthetic. The lion is a reference to ‘king’, while the doorknocker is a reminder that these are individual addresses with front doors to the street. The hero brochure also captured the vibrant atmosphere and environment of Darlinghurst. We used minimal copy and instead choosing to focus on beautiful location photography.
We felt this residential product represented a unique opportunity in the local market, so we convinced the client to dramatically increase the price by 20%, against the strong view of the sales agent. We also convinced them to manage the project like a proper off-the-plan campaign. Instead of simply putting the apartments on the market we would run an ROI campaign which meant holding back on sales until an agreed date, building demand and urgency in buyers.
Design Challenge
The core challenge of Kings Lane was in the location – a high crime area with a dangerous stigma. In addition, the pricing guide of the terraces was high and the marketing budget was small. Hoyne had a large job to do with limited funds.
User Experience
We encouraged the client to extend the campaign by an additional three weeks, which cost no extra money for the developer, and it was one of the reasons they achieved such an incredible profit result. All nine Kings Lane terraces sold out within hours of launching, at a price that was at least 20% higher than the client anticipated. In simple terms, that is akin to doubling the profit margin.
Marketing - Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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