The final release of Sydney’s Central Park was on the horizon and Frasers Property needed a campaign which appeal to a challenging target market of local owner occupiers who are time poor and already flooded with messages 24/7.
Wonderland’ CGIs challenged conventional property campaigns to ensure that Wonderland stood out from the crowd and stopped the target market in their tracks. These photographic montages, unlike anything else in the Australian property marketplace, embraced fantasy to set Wonderland apart from local competition. They immersed viewers in in the vision and narrative of Central Park as a modern-day wonderland, articulating Wonderland’s points of difference in a truly innovative and engaging way.
With 16,000 video views in the first two weeks; 1700 ROI’s before launch; and $140million worth of sales at launch, and widespread media attention Central Park’s final chapter is one hugely successful story.