Metropolis recently launched an apartment project called VIDA in West End, Brisbane. VIDA meaning ‘life’ draws it’s inspiration from the photography style and image filters featured on Social Media app Instagram. The objective of the campaign was to capture the best of the West End lifestyle and riverfront location in way that was real yet unique.
At the core of the campaign is a well built, well optimised website http://www.vidawestend.com.au The website uses responsive design, whereby it recognises the device it is being viewed from and re-arranges the content on the site to fit. It also links to a live Instagram account where images can be uploaded to the site directly via an iPhone.
Social media-wise, we used Instagram to post regular campaign imagery to the @Vidawestend account and then hash-tagged the images with key search words to build awareness. The campaign also featured a mix of mainstream property media (print & online) along with selected local channels such as billboards, street posters and direct mail.
After eight weeks on market, the building has only 16 apartments remaining out of 150. The team at Metropolis would like to thank Pointcorp for their support in delivering a campaign that was truly unique for the Brisbane market.