OUR WORK | ARDEN
Arden Property Group
Oakmont, The Hills
Arden Property Group acquired a large residential development site in Sydney’s desirable Hills District. Given the grand scale of the site, larger than normal apartments could be built, providing a unique brand territory for Oakmont. Brand Territory created the tagline ‘Larger than life’ to communicate Oakmont’s size.
Oakmont’s location, however, provided some initial challenges. Whilst the site bordered prestigious Bella Vista, Castle Hill, Baulkham Hills and the business centre of Norwest, its actual location was in the suburb of Kellyville – an area not associated with prestigious apartment living and considered by locals to be worth considerably less than the aforementioned neighbouring suburbs.
Naturally Arden Property Group’s objectives were to achieve apartment prices similar to Bella Vista and Norwest. Brand Territory, therefore, positioned the development as Oakmont, ‘The Hills’ – purposely highlighting both ‘The Hills’ and Norwest in all brand communications.
The strategy and creative worked. Local empty-nesters and investors were immediately hooked by Oakmont, The Hills.
Brand Territory’s ‘Larger than Life’ ROI campaign created enormous interest as well as a record number of registrations for Oakmont apartments. A comprehensive direct campaign continued to drive interest and create pent-up demand, leading to stage one selling out on the first day of release ($50 million in sales) and stage two selling over the next two months (an additional $40 million in sales). Construction commenced shortly afterwards.