Frasers Property Australia

The Rise Park Opening Event Campaign

This light-hearted campaign had a two-fold aim. The overt goal was to engage the local community to come and be part of a joyful day of free family fun, and celebrate the official opening of the community Park - the heart of The Rise community. The underlying goal was also to promote the growth and evolution of the development and give the community a sense of being involved in the progress of the masterplanned estate.

The creative

The key image of a delighted little girl with brightly-coloured butterfly face paint immediately communicates the nature of the place and the event. Everyone knows that kids with face paint means something exciting and interesting is happening!

Economical copywriting promoted the presence of the Nova 106.9 crew, a free BBQ and activities including a jumping castle, face painting and giant games. It also highlighted the important place the park has in the community and its ongoing role as a space for active play and recreation.

The call to action stimulated awareness of the new sales office located right near the park, inviting people to make a visit there and imagine living in the community.

The delivery

The messaging needed to be straightforward but also inviting and lively. The keyline of “The Rise shines at playtime” was used across posters and an electronic direct mail, to stimulate curiosity and engage the target audience.

The vibrant creative imaging and snappy upbeat copy were applied in a way that ensured the iCreate team adhered to The Rise and Frasers Property corporate branding. High end renders of the park were also used to get people excited about seeing it and enjoying the fun and activities on offer. A sense of celebration permeated the collateral.

 

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