Hallmarc

Brief

Hallmarc has over 20 years’ experience in residential, retail, industrial and commercial developments. Starship was asked to create a campaign for their development at Lake Nagambie, Elloura, a master planned community on over 49 hectares of land with a lakeside lifestyle.

Challenges

There were two distinct target audiences, with the main market being the retirees market and the other being younger family-oriented Australians interested in a serene country lifestyle. Starship had to not only increase Hallmarc’s foothold with their secondary market but also produce media that won’t alienate their main market.

Unique Brand Space

Starship created the “What’s your tomorrow?” campaign, running across radio, digital and mainstream tv. The campaign was conceptualised after public research in order to determine a complete profile of the target markets, including age groups, hobbies and social preferences, and it was meant to highlight the ‘Nagambie lifestyle’, ranging from popular activities to the great food and wine available in the region. Starship created scripts, campaign concepts and storyboards inhouse, and worked with Oh Yeah Wow on the production, helping to source props, vetting extras and art directing during the day of the shoot. Locations were finalised by Oh Yeah Wow, which also created drone footage for overhead shots of the lake.