The final piece of the Waverley Park puzzle

Mirvac | Waverley Park

The Finale is the final stage of Mirvac’s master planned Melbourne community, Waverley Park, which first launched over 10 years ago.

Services
  • Place Branding
  • Property Marketing
Challenge

Waverley Park has already established itself as the South East’s most highly regarded and family friendly micro suburb. Known for the premium Mirvac quality of its family homes, the masterplan also has a wealth of open, public space, with 6 parks and playgrounds and 6.7 hectares of lake and wetlands. In this final release sixty-four percent of the homes would have park or lake fronting. The campaign was characterised by two key challenges: firstly, how to create a campaign that would appeal to future and existing inhabitants, as well as ensuring the campaign stood out from previous releases; secondly, how to create an exciting campaign that leveraged the Waverley Park master brand, but that still felt fresh, exciting and compelling to the market.

Approach

We created a campaign that was inspired by the opportunity for prestigious living so close to nature. The Finale was positioned as the final piece of the puzzle, that would connect the community and complete the Waverley Park vision, as well as being the final opportunity to buy into this sought-after enclave.

Results

The campaign successfully generated great excitement around the final completion, both in the market and among the Waverly Park’s existing residents. It contributed to the overall success of the project and the strong sales results that it achieved.

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