Various Media Production
At the heart of Great Gulf’s master-planned community, the boutique condominium residences of Trafalgar Landing bring an entirely new urban architectural language to the area – and then translate it perfectly to this idyllic Oakville setting. The results are three distinctively unique residences planned for the site: the Archer, the Chelsea, and the Winslow, featuring premier condominium amenities. The condos at Trafalgar Landing have established a new node of higher-density planning in the upper Oakville core while maintaining a livable scale, appropriate for the location. Anchoring the entrance to the new community beyond, the Trafalgar Landing condos are the face of the community and a beach of style in the suburbs.
Requirements
Develop new advertising campaign that complements and elevates the existing Trafalgar Landing branding, to launch the Great Gulf mid-rise condos in Oakville.
Background
Since opening for sale with the first phase of townhomes in September 2014, Great Gulf experienced overwhelming success with Trafalgar Landing. The site already has an established name and logo which was a major consideration in branding and marketing the new mid-rise condo project. The condos were sold out of the same sales office over three phases.
Target
The target was the first time homebuyer who, for the most part, grew up in Oakville or Mississauga. They want to remain in the area, but need an affordable option. They are young with an appreciation for modern design and are willing to move further north in order to stay in Oakville. They see the potential in a new development and value the proximity to both the old Oakville they grew up in combined with the proximity to Mississauga and Toronto.
The secondary target will be downsizers, also from the immediate area who are looking for a more care-free lifestyle. They will appreciate the low-maintenance, stylish lifestyle of living in a boutique building.
Opportunity
Carrying forward with the momentum from the success of the first phase of Trafalgar Landing townhomes, we felt that having more affordable options through mid-rise condominiums would be appealing to a wider demographic of home buyers and were excited to create a fresh, updated look and feel to distinguish these new products from the townhomes in the same development.
Strategy
We began the project by conducting a Competition Audit of established or newly announced developments to examine the strengths and weaknesses, and to distinguish the brand's position in the marketplace. One very unique feature of this development was that it would be comprised of three separate free-standing buildings to be launched in staggered phases. Furthermore, each building would have a different design style and amenity which would be shared within the community. We then sought to create a visual language to both unite each phase, not only for marketing purposes but also for ease of use for the future tenants of the building that would inhabit the space and need to identify each building from each other to navigate the development.
Design System
The three logos are distinct in shape and colour, but share the same styling and feel related to each other and the pre-existing master brand (Trafalgar Landing). For the sub-brand identities (Archer, Chelsea, and Winslow), we leveraged similar stroke thickness and kerning from the Trafalgar Landing master brand and used three distinctive shapes and colour to identify these sub-brands from each other.
Archer uses a triangle deconstructed as a ‘A’, Chelsea uses a circle deconstructed as a ‘C’, and Winslow uses a hexagon deconstructed as a ‘W’. Subsequently, the colour palettes for each sub-brand were selected from three bold, yet complementary colours that we felt had the strongest associations to majestic British heritage (Dark Royal Blue, Dark Magenta, and Deep Burgundy). These identities could then be leveraged for each phase launch and could made to feel fresh each time instead of calling it phase 1, 2, 3, etc.
Response
Appealing to the habits of our target purchaser, the budget was mainly focused on digital advertising. We leveraged social media (Facebook and Instagram) as well as BuzzBuzz Homes and Google to ensure we were always top of mind for our target. Instagram and Facebook focused on both still and video ads, whereas BuzzBuzzHomes and Google focused on still banner ads.
The campaign was overwhelmingly successful, resulting in 2,354 registrations and 50 sales in the opening weekend, quickly surpassing the goal of 50 sales by the end of 2015.
Awards
BILD Awards 2016 - BEST WEBSITE - Mid/High-Rise - Trafalgar Landing - WINNER
Great Gulf Homes / DesignStor / weare1188
BILD Awards 2016 - BEST DIGITAL MARKETING CAMPAIGN - Mid/High-Rise - Trafalgar Landing - NOMINATION
Great Gulf Homes / weare1188
BILD Awards 2016 - BEST LOGO - Mid/High-Rise - Trafalgar Landing - NOMINATION
Great Gulf Homes / weare1188
