Challenge
To correctly position the new village to a discerning, educated and affluent inner-city clientele.
Idea
Included in the integrated advertising campaign were stunning architectural renders of the new village in Paddington, which were used throughout the collateral including a DVD.
The DVD features scenes of the yet to be built village, The Terraces at Paddington using the same technology as feature films such as Lord of the Rings. This process uses computer generated images combined with real moving people filmed in a green screen studio to bring the village to life.
Results
The extremely successful Expression of Interest campaign resulted in a VIP list nearly double the allocated number of homes in the first release.
