In a saturated market, how do we sell the features of a premium apartment complex that has commanding views over South Perth?
We focused on the magnificent panoramic view, but gave it a twist. The media idea was to run the ad across a double page and to create the impression that the view was so wide the only way we could fit the photo in was to crunch up the edges of the image. It worked a treat. Every time the press ad appeared in the West Australia enquiries went through the roof. The press ad was part of a suite of marketing material and played a critical role in helping to sell all the apartments within the complex well ahead of schedule.