Case Studies - Metricon Mandalay
BRIEF
Starship was asked by Metricon to develop a creative communications strategy, and create advertising and promotional materials that would attract potential buyers, and generate sales leads for its Mandalay development at Beveridge, some 40km north of Melbourne.
SOLUTION
Our strategy involved creating a positioning and related theme that would resonate with the target audience, and after much online research we arrived at the expression, “Away from the everyday.”
This suggested to the market that Mandalay was a place where its residents could escape from the hassles of metropolitan life to a tranquil, relaxed and friendly environment, but one which still had connections to all the necessities of modern life.
To demonstrate and communicate these attributes, we created key branding and design elements using a visual language that not only achieve cut-through in a crowded advertising arena but also appeal to both the hearts and minds of the target audience.
Our imagery and words demonstrated the natural beauty of Mandalay’s location, and the variety of lifestyles that could be achieved there.
Our communications strategy involved implying a hidden story in all key visuals, with faces and actions slightly blurred or concealed. This invited the viewer into each scenario, and enabled them to place themselves into the picture in a way that was entirely relevant to them.
RESULT
Sales at Mandalay have exceeded all expectations. After 2 years into selling Mandalay they are 12 stages ahead of schedule.