The strategy involved extensively researching the trend toward larger apartment living internationally and introducing the new class as a relative newcomer to the country.
The Super Apartment was positioned as the ideal replacement to a beachfront home – for a fraction of the price. The apartments offered better views and better security than beachfront homes without compromising on beachfront living because of their size (over 250 sqm).
The campaign was successful in raising awareness of this distinct new category in the Australian property market resulting in strong demand and the category’s adoption within common vernacular in the real estate market and media.
Below: Media coverage samples from The Weekend Australian, Australian Financial Review, Sydney Morning Herald and Gold Coast Bulletin.