Starship was briefed to help Metricon launch a new suburb. The first residential precinct of a planned community of 22,000 house lots in Armstrong Creek, located next to Geelong Victoria’s largest provincial City, and close to the famous Surf Coast. This represents over the longer term an increase of over ¼ of the size of the entire City of Geelong. Following our wildly successful launch of another Metricon project, Starship was asked to name and brand the suburb, create a communications strategy, and run an integrated campaign including identity creation, signage, sales office, website and ads, social media and all assets in between.
Roadmap
We constructed the name Warralily (Aboriginal Australian for water + lily) as well as the positioning line ‘the coast is calling’, which reflected the development’s unique location offering. We created lifestyle visuals that always included something from the coast within them. Our Warralily strategy integrated across all assets and generated qualified leads, with bright visuals and colour strategies, cheerful photography and a brand language and logotype that reflected the brand’s location, personality and which would appeal strongly to Metricon’s target audience. Custom lifestyle photography illustrated how life in Armstrong Creek could be, giving the project an aspirational, fun ‘Surf Coast’ look.
Results
The first two stages of Warralily each sold out on the first day of their launches. This campaign proceeded to set the benchmark for all those that followed.