Civic Heart
Brand development and integrated marketing campaign to achieve pre-sales for a once-in-a-generation, 360-degree architectural residential landmark.
The Brief
Western Australia’s largest apartment developer, Finbar, appointed NeonLogic to develop a brand and integrated marketing campaign for their flagship luxury apartment development, Civic Heart. The objective was to achieve pre-sales for the two iconic residential towers featuring 309 exalted apartments, sky homes and penthouses.
What We Did
NeonLogic developed an upmarket brand that reflected the prestigious waterside locale and luxurious development. The tagline ‘the pulse of prestige’ captured this tone and linked well with the Civic Heart development name – a central location at the heart of it all, pulsing with activity.
An extensive three-part brochure was created to showcase the two Civic Heart buildings. The third overarching brochure showcased the enviable location and lifestyle of South Perth.
On launch day, smart cars advertised the event and drove traffic to the sales office from targeted hotspots. Local cafes within the sales vicinity were given Civic Heart branded takeaway coffee cups featuring hero imagery and messaging. Baristas customized the cups by writing the customer’s name directly to the cup above an invite to the sales office.
A marketing and media strategy was rolled out over three phases: pre-launch, launch and post-launch. This was executed to the wider Perth market using multi-channel platforms: press, TV, radio, outdoor, promotional and digital.
The Results
The launch weekend for Civic Heart saw $37.3m secured, and 4 weeks later $44m, making it a very successful campaign.
