Art Direction, Design, Copywriting » Campaign
‘MOVE’ by Match is a property development with the bold strategy of specifically targeting Gen Y consumers in Perth.
Most property marketing is very generic and conservative so it was felt that a fresh approach was crucial. Match is a boutique property developer in Perth, and this was its first foray into the Gen Y market. The client wanted a sexy campaign that would speak directly to this audience without alienating the secondary investor market. In such a tight rental market, many young professionals are keen to invest in property – they’re just not quite ready to settle down in the ’burbs yet. The resultant campaign is a sassy manifesto condemning humdrum suburban living and quashing the belief that investing in your future means sacrificing your lifestyle. The campaign also targets baby-boomer investors by creating a destination that’s ideal for Gen Y renters in an era of rising prices and tight supply.
A large, tabloid-style newspaper brochure was created as the sales kit for the development, which came with accompanying plansheets. Subsequent advertising and ambient media was produced to match.
The Credits: Completed at Block. Creative Direction by Mark Braddock. Copy, art direction and design by Melita Masters. Photography by Tungsten.