Project Overview

Piper is a collection of 15 meticulously considered homes of the highest calibre, the first collaboration between developers Fortis and Dare Property Group. The project is set within the picturesque harbourside of Point Piper, one of Australia’s most revered and tightly held communities. An affluent suburb approximately 6km east of the Sydney CBD, it is home to beautiful local beaches, lush reserves, and some of the most expensive and exclusive homes in Australia.

Designed by Luigi Rosselli, with interiors by MIM Design and landscaping by Danger Barin Smith, the architectural design of Piper can be likened to that of an oyster. Texturally diverse, the earthen outer shell references the architectural envelope, while the interiors present an opportunity for refined intricacies.

Echoing Piper’s design, our visual identity took on a layered and lustrous approach. The Piper campaign focused on the joy of living, defined by the key message, “Immersed in Life’s Beauty”. It is a celebration of life and wondrous moments in a coveted location.

Through powerful imagery, moving language and tactile marketing collaterals, we created a unique experience for our target audience. Captivating and dignified, they culminated in an immersive, true-to-life display suite.

Organisation

Fortis

 

Project Brief

The campaign’s primary objective was to generate a high volume of enquiry in the 4 weeks leading to the February 2022 launch, and maximise sales appointments within the first week. To achieve this, we first sought to understand our audience, the market dynamics and demand profile for Point Piper and its surrounding suburbs.

We researched sales history, volumes, and enquiries to understand the area’s market dynamics and demand profile; and built specific audience segments using CCS/Roy Morgan data to define their attitudes and attributes. ‘Quality’ and ‘Beauty’ over-indexed in the attributes that resonated highly with this segment.

This audience was highly coveted, not just by us, but also our competitors. To find new ways to stand out in the market, we dug deeper to uncover the motivating values of our audience. This was achieved through bespoke customer and project team surveys and workshops, and interviews of locals who lived in Point Piper.

In Point Piper, affluence is a given. While the 2027 postcode may be one of the most desirable in Sydney, it is only aspirational from the outside. Our marketing needed to illustrate not just the exclusivity and price point of this development, but also the enjoyment that comes from daily rituals living in the most unique and beautiful part of Sydney.

Project Innovation/Need

Our strategy leverages on the depths of emotion, tranquillity and sense of community, focused on the values of our buyers and what’s important to them. "Immersed in life’s beauty" was celebrated in all our collateral, literally immersing the purchaser in a tactile, sensuous experience.

We purchased original artwork by Christy Lee Rogers, an internationally acclaimed artist. Her ‘baroque’ style of art aligned with our sensual and dramatic approach. The artwork was first delivered as a blurred reveal on the hoarding. The site itself became an immersive experience, illuminated at night. On entering the display suite, the immersion room envelopes buyers in a full-body experience, engaging with sight, touch and smell. A full-scale Christy Lee Rogers video projection sets the mood.

Bespoke photography by renowned photographer Anson Smart captured the fleeting, intimate moments one would experience in and around Piper. The brochure brought the ‘oyster’ concept to life – rough outside, smooth inside. Cover stock featured fine weave linen with debossed bronze foil, contrasted with metallic end pages. High gloss varnish to the centrefold artwork and curated fonts added emphasis.

To provide reassurance and confidence to weary buyers, our display suite was designed to a true-to-life experience for our display. There was a fully furnished living room with a fireplace and banquette seating, kitchen, full master suite with walk-in robe and ensuite, a powder room and a 300-bottle, temperature and humidity-controlled wine cellar including wine curated by a local importer.

Design Challenge

SIGNIFICANT COMPETITION
According to market research by the valuer, there were 20 residential projects with a total of 173 units within Bellevue Hill and Point Piper, at the time of Piper’s launch in February 2022. They were either DA approved, lodged, or under construction. Competitor analysis revealed that their visual and verbal execution focused on Point Piper’s affluent, exclusive lifestyle. We had to differentiate ourselves from this predictable approach.

PREMIUM PRICE POINT
The high-end price points meant a relatively small buyer pool, so we needed to be highly targeted with our approach. We also leveraged on the strong brand equity, as well as the design and quality ethos of Fortis and Dare Property Group, as our research showed this would resonate well with the target audience.

POST PANDEMIC UNCERTAINTY
The post-pandemic market sentiment was one of caution and weariness. It further amplified our target buyers’ reluctance to commit, and excluded us from more traditional marketing initiatives, such as launch events. Even under normal circumstances, prestigious projects of this nature did not typically achieve sales until later stages of construction. Our target buyers generally prefer to transact closer to, or after completion, before selling their existing residence. It was important to build reassurance and confidence for our development and nurture a great level of trust amongst our potential buyers

User Experience

The campaign delivered an exceptionally high level of enquiry of over 1200 in first 2 months. Typically, achieving 1000 leads for the entire 12–18-month campaign would be considered a success. The campaign was effective in generating a high market awareness, driven by premium media placements.

Our strategy of going to market with advertising weeks prior to launch was effective in creating a sense of urgency. In the first week of the campaign, we conducted over 100 appointments, a high number for a project of only 15 apartments.

Our display suite also delivered the results we hoped for. Two sets of buyers were deciding between Piper and two other properties, but they did not have display suites. They purchased at Piper because they were reassured by our high level of interaction.