Teneo is Lenland’s boutique collection of 61 contemporary apartments and terraces grouped across five storeys, located in Ralph Street, Alexandria. As a truly inner-city suburb that has shed its industrial past, Alexandria has become one of city’s most talked-about locales. It’s a neighbourhood where community flourishes and creativity has an intriguing edge.
Lenland and property management company CBRE were acutely aware of the Teneo’s competition as part of the area’s revitalisation. The team commissioned Toast Creative to conceive a fresh and different approach and to create and produce a full-bodied campaign that could set the development apart with a genuine point of difference. While the marketing campaign was indeed genuine, it also ticked the boxes of unusual, surprising and culturally exciting.
Toast Creative’s extensive campaign included concept and brand creation, copywriting, photography direction, time lapse film, brand video, sales suite concept and implementation, Immersion Room, brochure and sales book designs, website development and design, outdoor signage, press advertising and online banner design.
Teneo stands out from intense local competition with its immersive experience, with a twist. The Immersion Room is an indoor installation mimicking the building’s rooftop garden layout with real plants, seating, flooring and lighting. An atmospheric and ambient sound track enhances the experience which immerses visitors in a 22 meter wide time-lapse video projection of the Sydney skyline as it changes from day to night. It is mesmerising in its beauty and defends the romance of city living reminding us that we can all, with a little effort, ‘Reach for a better life’.
A key element of the campaign setting it apart from other property marketing projects in the sector, was Toast’s creative collaboration with world renowned Sydney-based photographer, Billy Plummer and his dream project titled, ‘The dreams we have’. The idea was to capture the essence of living at Teneo and tap into the notion that Teneo is designed for those dreaming of a better life.
The Teneo branding campaign was awarded with Silver at the 2018 Sydney Design Awards in the Marketing – Branded Experience category.