Mirvac Retail came to us for help launching their new dining and entertainment precinct at Toombul shopping centre in Brisbane. Our task was to use the $43m development – UPSTAIRS – to reposition Toombul from a convenience shopping outlet to a true lifestyle destination, engaging a completely new market in the process.
We started by crafting the perfect proposition to guide our campaign strategy, ensuring we had one consistent conversation with our audience throughout the campaign.
The proposition needed to capture the true spirit of the development. Acceptance of what had been before, embracing the transition, and taking the audience on a journey. Authentic and humble communications would unveil a confident new look, with feel-good messaging that would generate excitement about the vibrant space now situated above the shopping centre. It was safe to say, ‘Things are looking up at Toombul’.
Only billboards above the eyeline were chosen for advertising, the launch website was designed to scroll up rather than down and vinyl’s were placed on the ceiling, all to reinforce the new high standards that UPSTAIRS would bring to Toombul. Our quirky yet relatable tone of voice continued this upward momentum, making an instant connection with the new ‘cultural pioneer’ audience via our playful and motivational messaging.
The yearlong campaign was split into six key stages: Tease, Brand Reveal, Maintain Interest, Generate Hype, Grand Opening and Expand Reach. Based on the information that was being revealed at each stage, we chose specific applications that would best connect with the audience. From influencer goodie boxes to TV features, signage to social media content, we planned, pitched, designed and built it all.
Culminating in the launch event extravaganza of the year, 500 guests, influencers and media gurus joined us as we opened Brisbane’s new foodie playground.
TV features including 9 News, 7 News and A Current Affair.
Media stories in all target publications, and more!
Above media story target.