Challenge
How do we garner positive interest in a new commercial and residential building project in an established community and neighbourhood; mitigating risk of community upset while also engaging potential buyers.
Insight
The suburb had seen a huge amount of change in recent history, which made the local community both resilient and fiercely patriotic to the suburb.
Idea
‘Supporting The Local’ A long-term campaign which stars the local community rather than the project itself and turns local heroes into advocates for the new space.
Touch Points & Deliverables
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In-store trial
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Instagram
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Local Ambassadors
Awareness
Revenue
Advocacy