How do you shake up selling a new apartment property, triple enquiries and generate $7m in just 3 weeks? We asked people to tune into a new rhythm of life.
The Sunshine Coast in Queensland is undergoing a $10 Billion transformation and is one of Australia's fastest growing regions. After a successful launch, half of the apartments in the chic boutique development Rhythm on Beach had been sold. Our brief was to drive sales for the remaining half.
The development team behind Rhythm on Beach isn’t about building buildings. They’re passionate about shaping and evolving the Sunshine Coast community into one that retains its iconic coastal lifestyle but is balanced with modern sophisticated living. So we aligned our direct response creative campaign with their values.
We focused on the insight that 'bricks and mortar' might get you part-way to the sale but it's the life you can lead living there that will 'seal the deal'. That's because where we live makes a huge difference not only to our outlook on life but also how we approach and live life.
Using the creative platform of 'Feel a new rhythm', we created a series of themed ads with personalised messages (like future testimonials) from ‘residents’ on how they’re living their life at Rhythm on Beach. Each one highlighted a lifestyle activity that's within walking distance of Rhythm on Beach.
The campaign uses TV, print and online ads, along with a stylish new brochure and signage assets to drive leads to a website and sales office. Media response data is being analysed to optimise media spend for a positive ROI.
In the first 7 days of launching the campaign, enquiries jumped by 50% compared to previous campaigns! And by the end of the 3 week
period apartment sales had gone from 50% to 70% sold. We added of 14 apartment sales, valued at over $7million in revenue during the campaign period.
We also tripled lead generation and gave them a conversion rate at 7% - which is 2% above the industry average.