The biggest creative challenge faced when marketing a property development is clearly differentiating it from its nearest competitors. So, imagine how much more challenging it is when your client is in fact competing with itself.
This was the case in point when CDL began selling off a massive land parcel in Pasir Ris in five separate stages. We had barely finished marketing Livia, their first project in the area, when we were tasked with launching its immediate neighbor.
Our concept was inspired by this particular development’s elegantly understated architecture which subtly echoed Miami Modernist Architecture (MiMo) and its well planned communal facilities which included a series linear pools and a boardwalk that had an almost catwalk feel to it.
To our minds, although this project was marketed to HDB upgraders, it imbued an undeniable sense of glamour and sophistication. We felt the best way to portray this would be to showcase the project as a place where residents would feel like movie stars.
And so we developed a TV commercial that showcased a family’s glamorous lifestyle in this condominium and a series of print ads that were designed like movie posters.
This movie star concept extended into the brochure we designed with playful elements including a plastic band designed to look like a strip of film and copywriting that played up this celebrity theme.
The concept was also extended throughout the showflat and sales gallery design and even on feeder busses from the nearest MRT station.
And then of course, the name. With its elegantly styling – but affordable pricing – this project represented a new standard for upgrader condominiums in Singapore. A New Vogue for living if you will. We shortened this statement down to just two letters and very simple but memorable name: NV Residences.