A Masterplanned Community like nothing you would expect

The launch of Jubilee, a whole new masterplanned community in Melbourne’s thriving new west, was a challenge that the team at Traffic relished. Commanding 408 hectares in thriving Wyndham Vale, Jubilee is arguably the most substantial new planned community in one of Australia’s fastest growing regions, and filled with surprising little extras, including Australia’s first private indoor water park for residents use only.

Traffic was set the huge task of launching Jubilee with a new brand identity from scratch that stood out from the humdrum of other developments in the area. The brand positioning of ‘Celebrate the unexpected’ created by Traffic was inspired by the fact that Jubilee was different to other local developments and offered unexpected lifestyle features that added up to a better life.

The unique striped visual language throughout all Jubilee touch-points including sales video, brochure, press advertising, signage, website and online banners reflected the positioning including the key statement ‘Everything you’ve been waiting for. Like nothing you expected’. Even the hero images of children on a waterslide offered an unexpected and welcome departure from the usual happy family shots normally associated with most development advertising. Traffic were involved with all branding elements from the ground up including the design of the Sales Office right through to beach balls and water bottles.

With property prices struggling across Melbourne, Traffic have worked with Lotus Living to re-invigorate the market in an unexpected way. By creating two new ‘industry first’ initiatives – a Builders Boost Campaign and Price Protection Promise.

Builder Boost
The Builder Boost Campaign designed by Traffic was aimed squarely at incentivising first home buyers to enter the market quicker and achieve the ambition of building their dream home in this popular estate. To boost the aspirations of buyers, Lotus Living offered to pay their 5% builder deposit up to $25,000. The offer was for the first 20 buyers building with one of Jubilee’s partner builders. Embracing Jubilee’s brand design and dynamic visual language, Traffic’s campaign had strong market presence. Focussing on a clear, simple offer to neutralise any market hesitancy and shorten the sales purchase cycle of potential new buyers, it has been a great success in boosting sales.

Price Protection Promise
In a second industry initiative, Lotus Living and Traffic created a Price Protection Promise. According to Lotus Living Project Director Daniel Smith: “We are looking to give people the confidence that if they buy today, we will protect their purchase.” Lotus Living promised to pay back the difference if a buyer finds the price they paid for a lot at Jubilee has fallen after signing their contract. The guarantee applies to equivalent blocks at the time of their settlement. Brought to market in record time, the campaign features a strong graphic treatment with a single minded focus to drive consumers to the website. The campaign has indeed reactivated the market, working hand-in-hand with a retail Builder Boost Campaign to demonstrably impact sales and shorten the purchase cycle.

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