Metropolis

Our Work

Vida WEST END

The Task

Create a strong, lifestyle driven brand for the Brisbane market that emphasised the diversity of waterfront living in West End.

Our Approach

Embracing social media, we created the first property campaign in Australia to use Instagram to demonstrate the lifestyle unique to West End. We utilised the talented eye of photographer Max Doyle (Vogue, GQ) to portray a fashionable life lived in the surrounding suburbs. The audience were taken on a cultural journey through daily Instagram posts and a series of stop motion videos that depicted a day in the life of three future VIDA residents.

To encourage two way interaction with the public, the project website integrated directly with Instagram to display all posts with the #myvidawestend hashtag. The administrator interface allowed our digital team to monitor all photographs prior to pushing them live on the website. Taking into consideration the tech-savvy audience, the website was fully responsive to ensure optimal layout on all viewports.

  • Brand
  • Digital
  • Media

The Result

In line with a strong social media strategy, we were able to grow the development’s social media following on Instagram. Within the first two months of launch more than 75% of the project was sold. VIDA also went on to win the UDIA QLD Marketing Excellence Award for 2014.

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