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Big Dreams Campaign

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Big Dreams Integrated Campaign
Eynesbury Township

OVERVIEW

During a slow economy and less buyers to capture in the marketplace, it is more vital than ever that promotion gains cut-through and wins market share.

The Eynesbury Big Dreams campaign resisted the widespread discount product offerings and created a truly unique and captivating promotion.

Big Dreams simply aimed to capture the dreams of Eynesbury children who were invited to attend a casting day dressed up as what they want to be when they grow up.

An emotive communication, the campaign focused on key Eynesbury benefits – an amazing place with the space for dreams to grow and a great place to build your dream home surrounded by Eynesbury remarkable habitat.

Additionally, the added benefit of the campaign was the significant interaction with the existing community – a very strong source for referral sales.

STRATEGY

The strategy was to simply capture the dreams of Eynesbury.

The casting day had a great turnout and provided numerous campaign options that concluded in a photo shoot on location within Eynesbury.

The result was exceptional, vibrant and unique images to accompany the message.

Furthermore, a ‘making of’ Big Dreams video was commissioned, adding more reason for readers to visit Eynesbury and for residents to endorse the Township to friends and family.

The video captured behind the scenes on the resident casting day, activities on the day of the photo shoot and some of the final production.

EXECUTIONS

The outcome was an integrated campaign incorporating local and metropolitan newspaper, web, point-of-sale, electronic mail and outdoor signage including freeway supersite billboards.

Additionally, the campaign and video added great content for Eynesbury’s social media strategy driving significant interest and feedback.

INSIGHTS

With support from the client, the Eynesbury Big Dreams was a very successful campaign implemented during a very price sensitive market.

Big Dreams resulted in a significant rise in enquiry through the Eynesbury Discovery Sales Centre and over a 50% increase in website and social media traffic. A campaign that generated a massive level of interest gained cut-through and generated sales.

It is important to understand the power of an emotive message, the correct communication channels to support it and the balance with parallel retail promotion.