Introduction
National property developer, Peet, was ready to launch a land sales program for its new prestigious Jumping Creek development. The location offered the rare opportunity to build a house three kilometres from a town centre, while being surrounded by bushland. How to sell a brand new category of land development — and to just the right audience?
01.-
Challenge
Urban rurality.
Our challenge was to create a memorable brand for Jumping Creek and to deliver a campaign accurately introducing its unique benefits to market. With a target audience of aspirational families, the development required a sophisticated look and feel for its brand and marketing campaign.
02.-
Strategic Creativity Delivered
A remote inner suburb.
Inspired by the playful nature of the Jumping Creek name, we created a premium yet friendly brandmark with an ‘i’ dot leaping above the logo. This graphic element became a location reference for the positioning line — ‘Home is here’. To introduce the bushland setting into this contemporary brand, we used a natural colour palette, with modern, fresh and authentic photography of people, relaxation and nature. Following brand development, we used our illumiNATION process for campaign development, uncovering campaign insights and pinpointing the unique offering and language of Jumping Creek. Executions were applied across assets including billboards, print, signage and the website. Headlines drove home the duality of the project’s benefits, with contradictions such as ‘A remote inner suburb’ twisting audience expectations to both inform and engage.
03.-
SUCCESS
Jumping for joy.
The brand and campaign have had a successful soft launch, building a robust database in preparation for the first sales release. NATION’s response met project objectives and effectively presented a unique campaign within brand guidelines and co-branding requirements.
