Marketing Brief

The objective was to get Sienna into the consideration of people looking to buy in the Mt Waverley and wider area and to recover the prestige which the estate deserved.

Design Challenge

Previous advertising had failed to make an impact and the development was viewed without much enthusiasm. Engineering problems and a change of developers meant the estate had a negative consumer sentiment.

Solution

The strategic insight used was to focus on the many “smart” reasons to purchase at Sienna, including the location, which offered a unique buying opportunity. The original site had been a quarry and had been extensively re-engiineered to include landscaped grounds and a feature lake. As Mt Waverely is already fully developed, it is rare to find a development of this nature in such an established neighbourhood.

“Make the Smarter Living Choice” became the positioning statement. In addition to the existing “smart” reasons to purchase, a number of others were proposed in the campaign, including a competition to win a SMART car and the inclusion of Solar Power in each apartment, another “smart” feature which would be a major drawcard for buyers.