Verve

Challenge

This prime site of 70ha is located in the highly competitive Clyde North PSP in Melbourne’s south east growth corridor. With capacity for 1000 lots, the site is situated close to a number of major estates already in market, meaning buyers have a plethora of choice with a saturation of messages. Hoyne’s brief was to create a strategic positioning and brand concept which would bring to life Goldfield’s vision for the estate to ensure it had a compelling USP.

Approach

We positioned the estate as a premium sanctuary that places community first, whilst accentuating a distinctive experience that amplifies culture, nature and wellness. Hoyne worked with Goldfields Group and architect / interior designer Kath Wallis to create a display suite that didn’t feel like a typical sales office. The architecturally designed space will be a vital and beautiful engagement point for the project, located on site for a large portion of the development stages. The team set out to create a brand and campaign that was vibrant and bold from the get-go. We captured video content that could be used in a full project film but also be cut down into gifs and shorter punchier videos for socials and online advertising. The phrase ‘Very Vibrant’ is a core part of  the positioning and amplifies the urban vibrancy of Verve. This also underpins the individual pillar messaging, such as ‘Very Social’, ‘Very Inspiring’ and ‘Very Revitalising’.

Results

The teaser campaign generated over 150 leads off the back of a single billboard.