"The Bank of Ideas"
DWS Australia is an investment company focused on providing investment solutions and direct real estate assets to clients both locally and internationally. They are the investment company behind Queensland’s beautiful and iconic 180 Queen St; a piece of the state’s history and its future.
This landmark trophy asset is in a dominant position in one of Australia’s highest performing retail malls surrounded by city defining developments. In the centre of Brisbane, it offers a connected address within walking distance to Brisbane’s urban attractions. The building hosts 6 Levels of private office suites with unique floor layouts and charming heritage features, such as ornate marble interior stairwells.
Blessed with a beautiful heritage site, TOAST was tasked to develop an activation concept to bring this location to life. Our team needed to create an identity and campaign platform to support 180 Queen St’s entire leasing program. To reach the requirements of DWS’ leasing campaign, we needed to clearly define the thought-process and behaviours of the key audiences in order to define the ideal product & marketing experience.
In addition to this, our campaign needed to breathe new life and bring deep purpose to the heritage building. It is a dignified and chic site with immense history, this needed to be respected and appropriately capitalised on to attract new tenants to the space.
In delving into the solution space, TOAST looked into the site’s strengths and weaknesses and where there were opportunities for elevation. We identified there was a disconnect between the external presence and internal atmosphere of the building. Accompanying this, we identified that certain rational elements on their website, such as pricing, services, and amenities, were not readily available. This detracted from the user experience and was a potential demotivator for interested buyers. These insights provided us with valid perspective; we needed to uplift the customer experience.
To achieve the customer experience uplift, we uncovered 180 Queen St’s competitive advantages, identified an audience seeking this proposition, shaped the offer to appeal to the target audience and created a prioritised plan for implementation & execution.
To create the identity for 180 Queen St that DWS was seeking, we embedded the customer journey with a sense of energy and inspiration, to attract interest and commitment from better quality tenants. TOAST created a holistic approach to redefine 180 Queen St, positioning it as a point of intersection for those seeking space to work, create, and meet; we sought to appeal to the core drivers of potential tenants. Our campaign presented 180 Queen St as a site with an eclectic mix of curated tenants utilising quaint, affordable office space that is ideal for creative studios and artisan workshops. This repositioning appeals to the increase in creative and start-up industries and breathes new life into an iconic, heritage location. The big idea, ‘The Bank of Ideas’ presents 180 Queen St as the place where Brisbane’s brightest minds congregate.
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