Toast proposed a campaign to firmly position this development as the most stylish and exclusive than anything else selling in the area. The brand positioning as classic, timeless, and sophisticated seamlessly complements the developer’s intentions for the project.
Having identified that the majority market would be sitting at about 80% Asian buyers, research also revealed the ratio of investor and owner-occupiers to be 60:40, respectively. Downsizers/empty nesters comprised 25% of the market, first home buyers 10% and young families 5%.
The classic, timeless and sophisticated look-and-feel of the North campaign has been carefully crafted to communicate luxury and affordability, both key factors for Asian buyers looking for property investments that can offer value for money. The benefits of its proximity to Chatswood also provide an ideal balance between cost and location and Toast has conveyed location benefits using fashion focused art direction through the campaign’s photography.