Background
Craft is a statement of art and culture, inspired by the vibrant and eclectic spirit of The Junction, Toronto’s coolest neighbourhood. Craft is where urban living meets artisanal excellence, where every detail is carefully crafted to create a unique and memorable experience.
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To make Craft a success, we had to understand the history of the neighbourhood and how it is being shaped by modernity and future development.
Process
Our first step in creating a marketing and branding plan for Gairloch’s project at 3200 Dundas Street West, was to identify the very specific target market for this building.
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Once we discovered our sales goals, we developed:
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Competitive Analysis of the neighbourhood
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Buyer Profiles
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A story board and shot-list
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Unique selling points
Understanding the why's of this project and it's location inspired a campaign that is focused on telling a compelling story instead of pushing a sales agenda.
Planning
We first wanted to understand Gairloch's vision and design choices. We also collected evidence of Gairloch's track record and public perception, along with their design partners involved in this project.
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Understanding the why's of this project and it's location inspired a campaign that is focused on telling a compelling story instead of pushing a sales agenda.
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We aligned these discoveries with the sales objectives of PreCondo to create a video that would educate potential buyers instead of pushing for a hard sell.
Execution
We identified four categories of media that would support the story and objectives of Craft Residences:
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Interview
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Sales centre
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Neighbourhood; architecture, shops, amenities
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Enhancing existing digital assets
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Enhancing Digital Assets
Even though shovels are hardly in the ground, we wanted this project to feel real. We digitally altered renderings of the building with VFX, SFX, and added flying birds to enhance the cinematic feel of still images.
Results
Crafted Living Sales Letter has been successfully launched to mailing lists and an online audience, with numerous deals accepted. This campaign has also generated new leads for PreCondo's data base for future campaigns.
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Within 30-days of going live, the Crafted Living Sales Letter generated over 1000 qualified leads and registrants to their database, a majority of which are end users.
Full Video
Teaser
Capturing A Feeling
Supporting Sales Teams
In an age of vertical video dominating our feeds with lazy, unthoughtful content, we only create visuals that will surprise and stop the audience from scrolling. Real Estate content doesn't need to be boring.
Let's create entertainment instead of content.
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