Introduction

In a groundbreaking move that is set to redefine property marketing, creative agency Born has joined forces with Pacifiq Communities, the visionary developer behind Riverstone Springs, to launch their new campaign: “Designed for Real Life.” This innovative initiative aims to break away from the outdated clichés commonly associated with property promotions and present a more authentic representation of home buying.

Target Audience and Approach

Targeted at the Riverstone Springs community in Riverbend, located in the vibrant south-west Brisbane area, the campaign discards the usual tropes—a far cry from the glossy images of sunlit barbecues, picture-perfect families, and exaggerated promises often found in real estate advertising. Instead, it provides a refreshing approach that connects with the real experiences and needs of future homeowners. Highlights include punchy phrases like, “Bigger lots, because no one ever said they wished their lot was smaller,” and, “Designed by a family, not a focus group,” which resonate with genuine sentiments from prospective buyers.

Creative Vision and Philosophy

Jenny Lennon, the Creative Director at Born, expressed her thoughts on the current state of property marketing, stating, “Every property development brochure and billboard looks exactly the same—happy families, endless sunshine, and staged barbecues. It’s become laughable. If a brand wants to be real, authenticity has to start with its marketing. That’s exactly what we’ve done here.”

Company Values and Goals

The driving philosophy behind this campaign aligns closely with the vision of Pacifiq Communities' founders, Darwin and Michelle King. They emphasize principles of transparency, quality, and the creation of spaces that truly cater to the needs of modern families. Darwin shared their objective: “We’ve never wanted to sell a dream that doesn’t match reality. What we care about is delivering something real. A real lifestyle. Real-sized blocks. Real benefits for real people. Born understood that from day one, and this campaign captures exactly who we are.”

Campaign Launch and Impact

The campaign will launch this month across a variety of platforms, including digital, cinema, outdoor, and print showcases. It follows a whirlwind of success for Riverstone Springs, where early stages have sold at remarkable speeds, approaching sold-out status. The push towards a more relatable and honest marketing strategy not only differentiates Pacifiq Communities in a crowded market but also paves the way for the new era of property advertising that prioritizes real-life experiences and connections.

Conclusion

Stay tuned as Riverstone Springs continues to make waves in the property development scene!