With the final residential release in Sydney’s globally acclaimed Central Park on the horizon, Frasers Property commissioned Hoyne to create a campaign that would encapsulate this exciting opportunity. Like any property brief, we undertook a site visit; spending time in Central Park and its surrounds to get a first-hand look and feel.
From this, we identified Central Park as a living, breathing, thriving precinct: Sydney’s vibrant new downtown. With its mix of heritage and modern architecture, intriguing laneways and hidden gems, the area beckons all kinds of exploration; just like living in a modern-day wonderland…
And so The Big Idea was born: a contemporary take on Lewis Carroll’s much-loved novel, Alice’s Adventures In Wonderland. From here, Hoyne’s creative and CGI teams worked closely together to decide how best to bring the ‘wonder’ to life and capture our target audience’s imagination.
Inspired by high-end fashion, Hoyne collaborated with renowned photographer, Juli Balla, to bring the precinct – and our characters – to life. The ensuing brochure, website, video and display suite each brought Wonderland to life, peppered throughout by our Alice-style narrative.
And, like any great tale, ours had a brilliant ending. With 16,000 video views in the first two weeks; 1700 ROI’s before launch; and $140million worth of sales at launch, Central Park’s final chapter is one hugely successful story.
With 16,000 video views in the first two weeks; 1700 ROI’s before launch; and $140million worth of sales at launch, Central Park’s final chapter is one hugely successful story.