Entrusted with a seven-figure marketing budget, we worked closely with the chosen agent to develop a cut-through campaign and distribution strategy across multiple platforms. We were also asked to curate a customer experience like no other for the custom-built Azure Experience Centre, which is reminiscent of a luxury spa.
While its contemporaries shout, One Five Six whispers.
We looked beyond Oxlade Drive to deliver an extraordinary campaign. Upon careful consideration of some of the world’s most unique residences, one insight remains clear: when it comes to this exclusive market, less is more. From a branding perspective, we knew the project needed a light touch. The understated elegance of the materials, language and style of engagement resonated with the target audience.
A restrained colour palette and elegant brand voice allowed the key branding elements to sing through. Gallery-quality superfine smooth paper stock and subtle use of debossing, ribbon, and Milford Astor gold foil communicate the refinement of the residences. Handmade presentation boxes in Iris Brown fabric with immaculate detailing evoke the beauty and bespoke lifestyle on offer.
One Five Six was Azure’s first flagship apartment residence; positioned on the last waterfront site at an iconic Brisbane address, Oxlade Drive. The project was designed by a highly celebrated architect and has been highly anticipated.
Given the interest, price point and positioning of the project it was important the residences remained exclusive, only accessible through certain channels and not simply listed on the traditional real estate platforms. Each element of the campaign was meticulously timed to reach the right buyers and gain the highest price point—resulting in a record-breaking sale price for the penthouse of $11.3M.